Sorry, I think this is the video https://youtu.be/WKh85_81US0

Interestingly, taco bells lower performance gave them more freedom

Is that how all the ghost kitchens got started?

If I recall correctly, taco bell started the value menu war but they made items that were designed to be priced at one dollar. Burger King, Wendys, and McDonald’s discounted existing items that cut into their previous prices in response.

This seems like a bad example, there is a good video by modern MBA on taco bells value menu that mentions McDonald’s losing money with the dollar menu