Taco Bell, whose parent company is Yum Brands, is starting the campaign off with a catchy slogan. “Hey America. Wake Up. Love Mas!” It has created a diverse menu for the breakfast crowd. The Waffle Taco heads the menu. This is a waffle shaped like a taco, filled with eggs, choice of breakfast meat, and cheese, and drizzled with maple syrup. The A.M. Crunchwrap is flour tortilla filled with eggs, hash browns, cheese, and choice of meat. They will also offer Cinnabon Delights. These are bite-sized cinnamon buns. Breakfast burritos, tacos, and other new products will round out the menu.
Along with new and original menu items, Taco Bell will serve its breakfast items until 11 a.m. This is an hour longer than McDonald’s serves theirs. Taco is making a concerted effort to not only compete with McDonald’s but also perhaps even topple them.
Taco Bell has traditionally done business during the lunch and suppertime hours of the day. Executives have come to the realization that the chain is not doing business during one of the peak times of the day, breakfast. The chain is struggling in the current economic climate and executives believe that by not serving breakfast that they are leaving money on the table. These realizations led to a decision to create an original menu and longer breakfast hours. Whether these decisions make the company money and please customers, remains to be seen.
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