Taco Bell reinvented the typical breakfast with the announcement of a breakfast menu. Breakfast operations will begin nationally on March 27. This is the Mexican fast-food chain’s first initiative to capture share of the growing breakfast market.
A $50 billion limited-service breakfast market has Taco Bell executives salivating over a share of the waffle. McDonalds dominates breakfast with at least a 20 percent share, but according to consulting firm Technomic Taco Bell could recognize $700 million of the overall sales. Taco Bell President Brian Niccol has expressed his recognition of fan loyalty to Taco Bell. He has been documented saying that customers are “telling us they want Taco Bell Breakfast.”
The north of the border burrito kings had no choice other than releasing a spin on the traditional bun breakfast. The American people need a fresh start to their morning, and nothing is fresher than a Waffle Taco or Cinnabon Delights. Well maybe fruit and yogurt, but who are we kidding?
The Waffle Taco is the trending breakfast item on Taco Bell’s reinvented menu. The item is a waffle wrapped around sausage or bacon, scrambled eggs and topped with cheese and syrup. The Waffle Taco aligns with Taco Bell’s breakfast mission; their goal is to provide classic breakfast ingredients with an unusual wrap. The wrap promotes an “on-the-go” lifestyle to those of the Milliennial generation, Taco Bell’s primary customer demographic. Clutch a Waffle Taco in the left hand while using a cellphone in the right hand to reschedule that 9 A.M. meeting. Take breakfast to the next level by using Taco Bell’s mobile ordering platform when you cannot be late to that 9 A.M. meeting.
Additional signature items on the breakfast menu are the A.M. Crunchwrap and Cinnabon Delights. The A.M. Crunchwrap is scrambled eggs, cheese and bacon or sausage, and hash browns in a warm tortilla. The breakfast item is a morning nuance to the legendary Crunchwrap. Cinnabon Delights are single bite pastries filled coated with sugar and filled with Cinnabon frosting. A healthy breakfast is thrown out the window and run over by a F-150 when ordering these delightful treats. On a side note, has any company been as successful as Cinnabon in licensing sugar and dough to restaurants? First Burger King and now Taco Bell.
Chris Brandt, Taco Bell Chief Marketing Officer, has focused on bringing an innovative menu to a crowded breakfast landscape, but will also “offer a menu of breakfast burritos, tacos and value offerings” to the traditional customer.
The specialty breakfast items plus traditional breakfast burritos, hash browns, and hot coffee will be offered at more than 5,500 Taco Bell restaurants. Digestive physics recommends waiting until arriving at the office before unwrapping a Waffle Taco and chasing it down with coffee.
“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,” said Niccol.
Taco Bell is owned by Yum! Brands, Inc. The fast food behemoth has delivered focused expansion to shareholders with increased property, plant, and equipment investment of over $200 million in 2013 fiscal year. Taco Bell’s reinvented breakfast is very much part of the growth plan.
Commentary by Niles Olson