Industry News | August 31, 2012

Taco Bell Adds A.M. Crunchwrap to Breakfast Menu

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Taco Bell is introducing the cornerstone of FirstMeal—the new A.M. Crunchwrap—and Mtn Dew A.M., a combination of Mountain Dew and Tropicana Orange Juice mixed in-store.

The items join Taco Bell’s Cinnabon Delights as three destination items exclusively available at Taco Bell.

FirstMeal, Taco Bell’s breakfast menu that combines great value and innovation with classic breakfast tastes, is available at more than 815 participating restaurants in 10 western states, including California, Arizona, and Colorado.

The A.M. Crunchwrap, inspired by Taco Bell’s signature Crunchwrap Supreme, offers maximum portability and a complete breakfast solution that is “good to go,” with the value that Taco Bell is famous for.

It includes scrambled eggs, bacon or sausage, cheese, and a hash brown, all wrapped up and grilled in a warm, soft, flour tortilla and available for only $2.49.

Mtn Dew A.M. is available exclusively at Taco Bell for $1.69 for regular and $1.99 for large.

Participating Taco Bell restaurants open their doors and drive thrus one hour earlier for FirstMeal. For most locations, that means 8 or 9 a.m., with breakfast ending at 11 a.m. local time.

“Over the past four decades, Americans have lulled themselves into a breakfast routine. In the spirit of our tagline, Live Más, we want to offer consumers a chance to change up that routine with the reinvention of traditional breakfast, the A.M. Crunchwrap,” says Brian Niccol, chief marketing and innovation officer, Taco Bell Corp.

“With the A.M. Crunchwrap, we’ve taken the breakfast ingredients Americans love like eggs, bacon or sausage, melted cheese, and even added a crispy hash brown and wrapped it all up in our very own famous Crunchwrap,” he says. “For those who have been stuck with boring breakfast sandwich options, Taco Bell now gives them a compelling reason to break their breakfast routine.”

The A.M. Crunchwrap and Mtn Dew A.M. join the full FirstMeal menu, which was introduced January 2012 in western states and continues to roll out to new Taco Bell restaurants.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.