The wait is over. Today, Taco Bell is shaking up the quick-serve industry yet again, this time with a new Breakfast Menu that will redefine innovation and value.
More than 5,500 Taco Bell restaurants nationwide opened at 7 a.m. or earlier for the biggest launch in the company’s 52-year history, and it will be supported by an integrated marketing campaign that highlights how the brand is revolutionizing traditional breakfast choices at quick serves. The new breakfast menu includes 13 new menu items, featuring the highly anticipated Waffle Taco, the one-handed breakfast of the A.M. Crunchwrap, and Cinnabon Delights.
“Breakfast is the fastest growing day part in [quick service], and until now, consumers have been stuck with the same old breakfast sandwich choices everywhere they turn,” says Brian Niccol, president of 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 tastes, with the value we’re famous for. And we’ll support it with a marketing campaign that challenges the status quo.”
After months of successful testing and customer feedback, the full Taco Bell Breakfast menu will include:
For nutritional information and ways to customize menu items, customers can visit www.tacobell.com/nutrition/information. For example, customers can make the Steak & Egg Burrito “Fresco style,” which replaces usual toppings, such as cheeses, dairy-based sauces, reduced-fat sour cream, and guacamole, with pico de gallo for a 25 percent reduction in fat, but for the same price.
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