Back in my day, Taco Bell had a menu full of "enchiritos" and "Meximelts" and "Grilled Stuft [sic] Burritos", listed in fonts that were full of whimsy, and in locations with a quirky vibe that felt very 90s cool.
Now, Taco Bell uses the same sans-serif font everywhere that you might find in a corporate board meeting quarterly financials presentation. They're not inventing new words for menu items, or misspelling real words, or anything like that - and the locations fit the same cheap, featureless aesthetic as every other fast food place.
The price increases wouldn't hit folks as hard if it still felt like a subculture, rather than just another brown bag.