Taco Bell goes big with breakfast


Taco Bell (YUM) rolled out a breakfast menu to 5.5K restaurants today.

A new national marketing campaign from the company takes dead aim at McDonald's, while prices on breakfast items were also strategically set with a goal to take a bite out of the Golden Arches' market share.

It marks the biggest bet the fast-food chain has ever made in the competitive daypart.

"Every marketing lever we have, we’re going to pull for breakfast," says Chief Marketing Officer Chris Brandt.

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Comments (6)
  • dook
    , contributor
    Comments (67) | Send Message
     
    In YUM's case, going for breakfast seems like an attempt to make up for weakness in their existing lines. Whether the US taste for Mexican will translate to breakfast demand and whether YUM can execute efficiently are questions that will remain for a while unanswered. The odds for success seem to me to be about 50/50.
    27 Mar 2014, 02:49 PM Reply Like
  • Cfritter
    , contributor
    Comments (66) | Send Message
     
    Breakfast is going to be a major failure and very costly. Calling it now.
    27 Mar 2014, 03:12 PM Reply Like
  • mdmkck28@kc.rr.com
    , contributor
    Comments (73) | Send Message
     
    You are so absolutely wrong on this. The little crappy breakfast burritos at Wendy's and MCD are big sellers, so IF they make them right and maybe sell a big one with peppers and onions etc. inside, they will do very well if they have some other good items. The whole question is, how good will they be and can all the little late night dopers and party crowd get them at 3:00A.M.? If so, they will be a welcome addition to YUM's bottom line.
    28 Mar 2014, 09:57 AM Reply Like
  • dook
    , contributor
    Comments (67) | Send Message
     
    At age 87, i'm not likely to add to the aesthetic qualities of your site.
    27 Mar 2014, 05:01 PM Reply Like
  • GaryTB
    , contributor
    Comments (3) | Send Message
     
    Breakfast is the fastest growing day part in the QSR segment. YUM has to position themselves to compete with the other big boys. The menu and price points all look like winners. The keys to success are a quality cup of coffee, and fast execution in the drive thru. McDonalds has the quality cup but has struggled with speed of service lately. Its a good move for Taca Bell and YUM.
    28 Mar 2014, 05:37 AM Reply Like
  • Cfritter
    , contributor
    Comments (66) | Send Message
     
    I don't think I'm wrong. You used Wendys as an example. Breakfast for Wendys has been a major failure. http://bit.ly/1myuhCY
    McDonalds and Starbucks control breakfast area. I will agree if Taco Bell can offer this at 1 and 2am when I am drunk and craving Taco Bell then yes it will work, other than that its just going to be a case at first people will be curious but it's not going to appeal to the average fast food breakfast customer.
    28 Mar 2014, 12:11 PM Reply Like
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