In an effort to compete with McDonald’s, Taco Bell is rolling out a brand new breakfast menu next month. While the fast food chain implemented a breakfast menu in select stores in 2012, they have decided to expand nationwide on March 27. Aside from their unique menu offerings, Taco Bell will also continue offering breakfast items for 30 minutes longer than McDonald’s. Their items are also more expensive than McDonald’s, which has a dollar menu. Taco Bell, famous for its “outside the bun” and “fourth meal” concepts, wanted to go in a different direction than a typical breakfast menu in order to assure success.
Taco Bell’s breakfast menu will include a Waffle Taco, which is a warm waffle with sausage or bacon and scrambled eggs, cheese and syrup. The A.M. Crunchwrap is a scrambled egg, hash browns, cheese, with bacon or sausage in a tortilla, and Cinnamon Delights is described as “popable pastries” filled with Cinnabon frosting and coated in sugar. The menu will, of course, include breakfast burritos, grilled tacos, premium coffee and orange juice. All of the items on the breakfast menu are designed primarily to be portable in hopes of reaching out to the millennials who hold cell phones in one hand and food in the other.
Along with the new breakfast menu, Taco Bell has big plans which includes rolling out 2,000 more stores by 2022. The massive marketing blitz to introduce customers to the new menu will be led by Interpublic’s Deutsch. The marketing company will handle all of Taco Bell’s TV, in-store, point of purchase (POP) and radio marketing, while the digital and social media aspects will be handled by Publicis Groupe’s DigitasLBi. A teaser campaign via digital and social media sources is set to debut this week, with the full campaign beginning the day the products are made available. Draftfcb will be handling the packaging, which, according to Advertising Age, will be different from the normal Taco Bell look, and according to Chief Marketing Officer Chris Brandt, “Instagram-worthy.”
While Burger King, Subway and Hardee’s all have breakfast menus, McDonald’s still dominates the market and has set the standard for what a fast food breakfast should be. Starbucks is one of the few companies to put pressure on McDonald’s. Whether Taco Bell will also be able to compete with McDonald’s is yet to be seen, but the fast food chain is hoping that its approach to breakfast will give it an edge in the market.
Taco Bell President Brian Niccol assures consumers they will be reinventing breakfast, and while he would not mention exact numbers, he was excited by the sales of the test market, stating they “exceeded expectations.” When deciding to go forward with the new breakfast menu, Niccol said that it was important that they approached it in an innovative way. He said in an interview that they looked for ways to expand their “outside the bun” concept, and pointed out that the last big innovation was the egg white, which he says he believes“the consumer wants more and we can give them more.” The breakfast menu rolls out March 27.
By Rachel Woodruff
Wall Street Journal