Taco John's introduced its breakfast menu with a giveaway promotion in August 2012. The chain has since experienced double-digit sales growth with the morning daypart.
"Giving our signature breakfast burrito away was the best way to get as many of them as possible into guests' mouths," said Renée Middleton, vice president for Marketing at Taco John's. "It worked. Nearly every month since that day, breakfast sales have grown double digits in our restaurants. Some months, locations are experiencing almost 20-percent sales growth."
Company execs said breakfast is the fastest growing daypart at the Taco John's because of flavor and portability.
"Our Meat and Potato Breakfast Burrito is by far our best-selling breakfast menu item. It's something no one else can do," says Bob Karisny, vice president for Menu Strategy and Innovation. "It's a combination of our concept-defining flavors: Potato Olès and nacho cheese, blended with eggs and bacon or sausage."
Between 70 to 75 percent of the brand's breakfast business is done through the drive-thru.
"People are on a schedule. They want to get in, get their order and get on their way," added Shawn Eby, vice president for Operations at Taco John's. "Our breakfast menu items taste great and they travel very well."
The company has new breakfast menu items in the test kitchen.
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