The wait is almost over. Taco Bell® Breakfast, which will offer
the highly anticipated and revolutionary Waffle Taco, the all-in-one
A.M. Crunchwrap™, and the already loved Cinnabon® Delights™, will be
available in restaurants nationwide starting March 27, 2014 from 7am to
11am, or earlier.
The wait is almost over. Taco Bell(R) Breakfast, which will offer the highly anticipated and revolutionary Waffle Taco, the all-in-one A.M. Crunchwrap(TM), and the already loved Cinnabon(R) Delights(TM), will be available in restaurants nationwide starting March 27, 2014 from 7am to 11am, or earlier. (Photo: Business Wire)
After breaking through and successfully introducing a variety of
platforms and products – including FourthMeal®, Doritos® Locos Tacos and
Cantina Bell® – Taco Bell is launching the brand’s largest, most
extensive menu since it first opened its doors more than 50 years ago.
Taco Bell Breakfast comes as a change to the traditional quick service
restaurant (QSR) breakfast routine, bringing the brand’s distinctive
approach to a crowded breakfast sandwich market. Taco Bell will not just
deliver but will bring a little más to morning time, offering consumers
a break from the usual.
“Fans already like to come to Taco Bell for lunch and dinner, and they
share with us their love of late night. Now they’re not just asking, but
telling us they want Taco Bell Breakfast,” said Taco Bell President,
Brian Niccol. “To give customers the great-tasting food and Live Más
experience, with value in mind, we have invested in our most extensive
training ever for Team Members and will not require any major new
equipment for operators – making for a holistic effort our teams are
proud of and our owners are confident to execute.”
Taco Bell Breakfast is classic breakfast tastes (eggs, sausage, bacon
and hashbrowns) with a Taco Bell twist – products uniquely wrapped up
and portable for consumers’ “on-the-go” lifestyle. Fans are already
taking to social media to buzz about their appetite for the Waffle Taco
– a warm waffle wrapped around a hearty sausage patty or flavorful
bacon, with fluffy scrambled eggs and cheese, and served with a side of
sweet syrup. For an all-in-one breakfast solution, the A.M. Crunchwrap™
offers a morning twist on the iconic Crunchwrap® featuring classic
breakfast tastes of fluffy scrambled eggs, a golden crispy hash brown,
melted cheese and flavorful bacon (or a hearty sausage patty or premium
thick cut steak), all wrapped up in a warm flour tortilla.
Taco Bell’s full breakfast menu will be offered at more than 5,500
participating restaurants nationwide and will feature the following
unique items, all with the great value Taco Bell can provide: the Waffle
Taco, the A.M. Crunchwrap™, Cinnabon® Delights™, Breakfast Burrito –
Bacon, Breakfast Burrito – Sausage, Steak and Eggs Burrito, A.M. Grilled
Taco – Bacon, A.M. Grilled Taco – Sausage, Sausage Flatbread Melt, Hash
Brown, Premium Hot Coffee and Tropicana Orange Juice.
“Breakfast is the fastest growing day part in QSR, and after years of
the same old thing, we’re confident our breakfast will wake up
customers’ morning routine,” said Taco Bell Chief Marketing Officer,
Chris Brandt. “Taco Bell will bring them a classic breakfast experience,
leading with the Waffle Taco and A.M. Crunchwrap, but also offer a menu
of breakfast burritos, tacos and value offerings plus a pipeline of new
products to continue waking up breakfast options and connecting with our
fans.”
The campaign will be supported with television and radio advertising led
by Deutsch L.A., in-store POP and packaging by Draftfcb, as well as
digital, social and public relations support from DigitasLBi and Taylor
respectively.
“Taco Bell Breakfast will be one of the brand’s priority initiatives of
the year, along with a vigorous development plan to increase
accessibility of restaurants and a mobile platform that puts the Taco
Bell menu board and payment in customers’ hands,” said Niccol. “These
key initiatives will continue momentum for the brand’s strong and
growing relevance with Millennials, while working towards the aggressive
goal to double revenue and add 2,000 restaurants by 2022.”
About Taco Bell Corp.
Taco
Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the
nation's leading Mexican-inspired quick service restaurant. Taco Bell
serves made to order and customizable tacos, burritos, and specialties
such as the exclusive Doritos® Locos Tacos, gourmet- inspired Cantina
Bell® Menu and lower calorie Fresco
Menu. The company encourages customers to “Live Más,” both through
its food and in ways such as its Feed
The Beat® music program and its nonprofit organization, the Taco
Bell Foundation
for Teens™. Taco Bell and its more than 350 franchise organizations
have nearly 6,000 restaurants across the United States that proudly
serve more than 36 million customers every week.
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