Taco Bell adds cornerstone breakfast items

Sept. 4, 2012

Taco Bell has introduced the cornerstone of its FirstMeal – the new A.M. Crunchwrap – and Mtn Dew A.M., a combination of Mountain Dew and Tropicana Orange Juice mixed in-store.

These two breakfast items join Cinnabon Delights on Taco Bell's new FirstMeal breakfast menu. FirstMeal is available at more than 815 participating restaurants in 10 Western states, including California, Arizona and Colorado.

The A.M. Crunchwrap, inspired by Taco Bell's signature Crunchwrap Supreme, includes scrambled eggs, bacon or sausage, cheese and a hash brown, wrapped up and grilled in a warm, soft, flour tortilla. It is available for $2.49.

Mtn Dew A.M. is available exclusively at Taco Bell for $1.69 for regular and $1.99 for large. Participating Taco Bell restaurants open their doors and drive-thrus one hour earlier for FirstMeal. For most locations, that means 8 or 9 a.m., with breakfast ending at 11 a.m. local time.

"Over the past four decades, Americans have lulled themselves into a breakfast routine. In the spirit of our tagline, Live Más, we want to offer consumers a chance to change up that routine with the reinvention of traditional breakfast – the A.M. Crunchwrap," said Brian Niccol, chief marketing and innovation officer, Taco Bell Corp. "With the A.M. Crunchwrap, we've taken the breakfast ingredients Americans love like eggs, bacon or sausage, melted cheese and even added a crispy hash brown and wrapped it all up in our very own famous Crunchwrap. For those who have been stuck with boring breakfast sandwich options, Taco Bell now gives them a compelling reason to break their breakfast routine."

The A.M. Crunchwrap and Mtn Dew A.M. join the full FirstMeal menu, which was introduced January 2012 in Western states and continues to roll out to new Taco Bell restaurants. The breakfast menu is expected to be available in 5,800 Taco Bell locations by 2014.

Breakfast generates about $42 billion in annual sales in the restaurant industry, according to market research firm Technomic, and continues to be the fastest growing daypart in the QSR segment.

Read more about food and beverage innovations.

Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management

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