IRVINE, Calif. – Taco Bell, a unit of Yum! Brands Inc., pushed back against McDonald’s all-day breakfast with a breakfast value menu. The $1 Morning Value Menu features 10 items. Taco Bell said it is the only value menu that offers bacon in some of the menu items.
To support the launch, the company will deploy a multichannel marketing campaign featuring television, radio, digital, mobile, social media and public relations.
“While dollar menus disappear across America, Taco Bell is continuing to reinvent breakfast with delicious and unique menu items only Taco Bell can provide, with 10 items for $1 each,” Marisa Thalberg, CMO for Taco Bell Corp.
Taco Bell added its Mini Skillet Bowls, Breakfast Soft Tacos and Sausage Flatbread Quesadilla to the $1 Morning Value Menu. Current items include the Grilled Breakfast Burrito with a choice of bacon, sausage or Fiesta Potato, hash brown, Cinnabon Delights 2 Pack and Mountain Dew Kickstart Orange Citrus.
Taco Bell’s value breakfast menu launch comes as McDonald’s tests an expanded all-day breakfast menu at select locations in Oklahoma and North Carolina. The Oakbrook, Illinois-based chain saw its fourth-quarter comparable sales climb 5.7 percent — while grabbing market share from its competitors in the QSR space — following its transition to all-day breakfast.