Taco Bell debuts FirstMeal breakfast menu in West

by Eric Schroeder
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IRVINE, Calif. — Taco Bell, a division of Yum! Brands Inc., has introduced FirstMeal, a new breakfast menu featuring eleven menu items under such brands as Johnsonville, Cinnabon, Tropicana and Seattle’s Best Coffee. The new menu will be offered in 10 Western states, including California, Arizona and Colorado.

Individual items will range from 99 cents for a sausage or bacon and egg burrito to $2.79 for a Grande Skillet Burrito. Breakfast hours will last from 8 a.m. or 9 a.m. to 11 a.m., local time, Taco Bell said.

“We’re excited to bring value and taste to nearly 750 stores and to fans who are familiar with Mexican-inspired breakfast, while seeking the value and taste that only our FirstMeal menu can give them,” said Brian Niccol, chief marketing and innovation officer, Taco Bell Corp. “We’ve partnered with leading breakfast brands that consumers know, love and trust, including Johnsonville Sausage, which has teamed with us to create our signature product, a Sausage and Egg Wrap: a soft flour tortilla filled with savory sausage, fluffy eggs surrounded by melted cheese — all wrapped up and grilled. For those looking for more than a muffin, we feel they’ve met their morning match.”

Niccol said more Taco Bell locations in the eastern part of the US will start carrying FirstMeal in 2013, and starting at the end of 2012, the company will begin sampling FirstMeal items alongside Fourthmeal offerings during late-night hours.

“This is a very important launch for our brand,” he said. “While we’re beginning in the west, where people grew up with breakfast burritos, we plan to reach a national audience in the future, becoming a part of their morning routine, and truly opening people’s minds and taste buds as they begin to open their eyes and take on the day.”

The full FirstMeal menu, in order of price, includes: sausage or bacon and egg burrito, hash browns, Seattle’s Best Coffee ($1.49); Cinnabon Delights ($1.49), Tropicana orange juice ($1.49), Johnsonville sausage and egg wrap ($1.79), Seattle’s Best Coffee Premium Vanilla or Mocha Iced Coffee ($1.99), steak and egg burrito ($1.99), and Grande Skillet Burrito ($2.79). Three combos will be offered, all for $3.99. They all include a drink and hash brown.

Taco Bell said it tested FirstMeal in more than 150 stores in four markets: Bakersfield, Calif.; Oklahoma City; Tucson, Ariz.; and Dayton, Ohio.

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