“Breakfast is the fastest growing day part in QSR, and after years of the same old thing, we’re confident our breakfast will wake up customers’ morning routine,” said Chris Brandt, Taco Bell Chief Marketing Officer. “Taco Bell will bring them a classic breakfast experience, leading with the Waffle Taco and A.M. Crunchwrap, but also offer a menu of breakfast burritos, tacos and value offerings plus a pipeline of new products to continue waking up breakfast options and connecting with our fans.”
Taco Bell's breakfast items will include classic items such as eggs, sausage and hash browns. But the chain will differentiate its offerings by making them portable. The Waffle Taco, for example, is a waffle wrapped around a sausage patty or bacon, scrambled eggs and cheese. the A.M. Crunchwrap features scrambled eggs, hash browns, cheese and choice of bacon, sausage or steak, wrapped in a flour tortilla.
Taco Bell’s full breakfast menu will be offered at more than 5,500 participating restaurants nationwide and will feature, among other items: the Waffle Taco, the A.M. Crunchwrap, Breakfast Burrito – Bacon, Breakfast Burrito – Sausage, Steak and Eggs Burrito, A.M. Grilled Taco – Bacon, A.M. Grilled Taco – Sausage, and Sausage Flatbread Melt.
“Taco Bell Breakfast will be one of the brand’s priority initiatives of the year, along with a vigorous development plan to increase accessibility of restaurants and a mobile platform that puts the Taco Bell menu board and payment in customers’ hands,” said Brian Niccol, Taco Bell president. “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.”
Taco Bell will support the expanded menu offerings with television and radio advertising, and in-store point of purchase and packaging. The chain also plans to implement digital media, social media and public relations to promote the expanded offerings.
“To give customers the great-tasting food and Live Más experience, with value in mind, we have invested in our most extensive training ever for Team Members and will not require any major new equipment for operators – making for a holistic effort our teams are proud of and our owners are confident to execute,” Niccol said.