IRVINE, Calif. – Taco Bell is making a targeted run at McDonald's share of the quick service restaurant breakfast segment. The company, a subsidiary of Yum! Brands, began its national rollout of the chain's breakfast menu at 5,500 Taco Bell locations nationwide.
“Breakfast is the fastest growing day part in QSR, and until now, consumers have been stuck with the same, old breakfast sandwich choices everywhere they turn,” said Brian Niccol, president, Taco Bell Corp. “We intend to break the boring breakfast routine by making mornings fun again. By reinventing the traditional tastes of breakfast in a way that only Taco Bell can, we’ll give America a fresh new perspective on classic breakfast, with the value we’re famous for. And we’ll support it with a marketing campaign that challenges the status quo.”
A jab at McDonald's perhaps? Taco Bell is airing an ad campaign
featuring men named Ronald McDonald giving the chain's new breakfast items ringing endorsements. Along with ad is a disclaimer that says: “These Ronald McDonalds are not affiliated with McDonald's Corporation and were individually selected as paid endorsers of Taco Bell breakfast but man, they sure did love it.”
The Taco Bell breakfast menu includes a Sausage Flatbread Melt, Steak & Egg Burrito and other items featuring bacon or sausage.