Good morning, would you care for a waffle taco? Taco Bell has announced a new scheme for national breakfast domination: their new breakfast menu launches across the country March 27 (the company did a test run last August at 100 locations). The menu features the aforementioned (and above pictured) bacon or sausage waffle taco, breakfast tacos and burritos, and something called an AM Crunchwrap that seems like everything that has ever been on Taco Bell's menu but more breakfasty. No word on any Doritos-flavored breakfast items yet, but that's probably in the works.
The breakfast menu launch is apparently part of Taco Bell's war on breakfast, and they intend to "turn the breakfast conversation into a two horse race." The other horse being McDonald's, a breakfast behemoth so huge Taco Bell president Brian Niccol tells the AP their goal is to become a "strong No. 2." Other Taco Bell breakfast maneuvers have included testing chicken and waffles, and attempting to rebrand Mountain Dew as a breakfast drink. Here's a press release:
HEY AMERICA. WAKE UP. LIVE MÁS®. TACO BELL® IS ROLLING OUT BREAKFAST NATIONALLY ON MARCH 27
The Waffle Taco and A.M. Crunchwrap™ Will Go Nationwide as Part of the Largest Menu Expansion in Taco Bell History
IRVINE, Calif., Feb. 24, 2014 – 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.
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."