When Yum! Brands (NYSE: YUM) first introduced its "Naked Chicken," it served as the shell for a taco-like product.

The Naked Chicken Chalupa used what you would have to call a molded piece of fried chicken as the "shell,"  which was then stuffed with fresh shredded lettuce, diced ripe tomatoes, cheddar cheese, and creamy avocado ranch sauce.

It was a bizarre dish, but a big hit that drove sales and spiked interest in the brand. The Naked Chicken Chalupa, however, was a limited-time offering, and when it went away, that particular type of fried goodness disappeared from the chain's menu.

On May 11, the company will bring back Naked Chicken, according to Nation's Restaurant News, but this time it will be as "chips" served with a cheese dipping sauce. Made from the same fried, marinated all-white-meat chicken as the Naked Chicken Chalupa used, the chips will be sold for $1.99 for six pieces or $2.99 for 12.

"The world wasn't ready to say goodbye" to the menu item, Chief Marketing Officer Marisa Thalberg told the trade publication.

Why is Taco Bell doing this?

Stunts like this get attention. The chain's sister brand, KFC, pioneered the "fried chicken as bread" idea when it launched its Double Down sandwich. That item -- a bacon-and-cheese sandwich with, as noted, fried chicken substituting for the bun -- was a media and consumer hit, luring customers back to the brand who maybe had not visited in a while, and also enticing some regulars to come in more often.

Naked Chicken Chips are also a stunt, but they go beyond that. Putting what are essentially chicken nuggets on its menu opens the chain up to a demographic that may not yet be interested in its core menu. Little kids eat chicken nuggets; that's why nearly every restaurant's kids menu includes them. This lets Taco Bell get in on that action -- and takes away a potential pain point for parents -- in a kind of cool way.

Will this work?

Taco Bell has been very successful with gimmick foods, and this one should be no different. Consumers who enjoyed the Naked Chicken Chalupa will likely be willing to try the chips, while families with little children or picky eaters can now put Taco Bell on their list of easy places to go.

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Daniel Kline has no position in any stocks mentioned.

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