At least it's not UK Taco Bell prices.
I think TB thought they'd be a neat novelty, and have people queuing out the door. So they priced tacos at £5+.
The result was, lots of people went there...once. They parted with £15/head, and got bland tacos.
All major fast food chains are trash now. Same garbage food, 5x the price. I live in an area abundant in taquerias, and I can get way better food for the same price. Taco Bell can fuck right off unless it's 1am and nothing else is open, and I need to eat something to sober up.