Taco Bell seems to have taken a pledge to continue its dig at McDonalds as it once again bashes the fast-food chain breakfast leader in a new advertisement, which attacks McDonald’s Egg McMuffin. The new ad, which was released on April 7, has already received approximately 50,000 views on YouTube.
The ad kicks off with a 1980s-styled guy narrating (on the Old MacDonald Had a Farm tune) how he had been eating Egg McMuffins since 1984 until he saw an ad for Taco Bell’s breakfast offering, the Waffle Taco, and decided to try it. He then loses his old-fashioned look, does away with the Don Johnson haircut, takes down his Lover Boy poster, flips his old phone for a smartphone and starts eating the Waffle Taco. The advertisement ends with a tagline encouraging customers to ditch their old McDonalds breakfast and “move on” with time and eat what Taco Bell has to offer in their new breakfast menu.
Just as Taco Bell’s first direct attack at Mcdonalds with its “real Ronald McDonald” ad in March, this new ad, which bashes McDonalds once again, is creative, funny and already a success with the masses. Whether the popularity of the ads will result in sales is yet to be seen as McDonalds’ continues to reign the $50 billion fast-food breakfast business industry.
Meanwhile, McDonalds has not retaliated to the ad as yet as it had with the first one. The hamburger chain had come up with an interesting response that “imitation is the sincerest form of flattery” in a post on their Facebook page, which showed their mascot Ronald McDonald petting a Chihuahua. It may be recalled that McDonalds had also announced to offer free coffee for its customers; a promotion, which is still in place until April 13, 2014.
On the other hand, executives at Taco Bell have said that these ads are just the warm-up and the best is yet to come. Taco Bell’s Chief Marketing Officer, Chris Brandt, said the firm knew that they would need to have “a disruptive marketing campaign.” He said that even though they have had their share of product failures, the waffle taco is not likely to witness the same fate and he would not “give up” on it.
On his take of the breakfast wars between Taco Bell and McDonalds, Michael Santoli, senior columnist at Yahoo Finance said that if Taco Bell wants to “chip away” Mcdonalds’ dominance in the fast-food breakfast business, it has no option “but to take direct aim” at the hamburger chain. He said that McDonalds’ presence in the market is extremely big and a rival chain can only take away existing business as they cannot convince more people to start having breakfast.
Interestingly, Santoli also pointed out that all these direct attacks on McDonalds is, in a way, having a positive impact on the chain as it “kind of pays homage to McDonald’s as the reigning king of breakfast.”
Moving on, Taco Bell is not just busy bashing McDonalds in their new ads but is also actively working on their breakfast menu. The Mexican-food chain has added more items to their breakfast list, which are likely to emerge into the market soon. Offerings would include oatmeal, premium coffees and even yogurt. Taco Bell’s current bestsellers are A.M. Crunchwrap, Waffle Taco and Cinnabon Delights, according to a report of Restaurant News.
By Faryal Najeeb