Industry News | January 26, 2012

Taco Bell Rolls Out Breakfast 'First Meal'

Taco Bell today introduced FirstMeal, a new breakfast menu that offers 11 menu items in 10 Western states, including California, Arizona, and Colorado.

Featuring some of America’s favorite breakfast brands such as Johnsonville, Cinnabon, Tropicana, and Seattle’s Best Coffee, individual items will range from 99 cents (sausage or bacon and egg burrito) to $2.79 (Grande Skillet Burrito).

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

“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,” says 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 expanded on the number of stores and times, noting that more Taco Bell locations in the eastern part of the U.S will start carrying FirstMeal in 2013–and, starting at the end of 2012, the company will start sampling FirstMeal items alongside Fourthmeal offerings during late-night hours.

“This is a very important launch for our brand. 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:

  • Sausage or Bacon and Egg Burrito, Hash Browns, Seattle’s Best Coffee, $1.49 cents
  • 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
  • Grande Skillet Burrito, $2.79

Three combos will be offered, all for $3.99, which include a drink and hash brown. Prices and items may vary at participating locations.

Taco Bell has tested FirstMeal in more than 150 stores in four markets: Bakersfield, California; Oklahoma City, Oklahoma; Tucson, Arizona; and Dayton, Ohio.

All participating restaurants will be equipped with full point-of-purchase (POP) advertising, including flutter flags, drive thru picket signs, window clings, and crew buttons. Radio remotes and free giveaways will be included in Taco Bell’s initial marketing mix for FirstMeal.

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