Mornings Just Got More Interesting with an Innovative Breakfast Menu – including Waffle Taco and A.M. Crunchwrap®, Exceptional Value and a Bold New Ad Campaign Challenging Status Quo

IRVINE, Calif., Mar. 27, 2014 – The wait is over. In a world full of “me too” breakfast sandwiches, today Taco Bell® is shaking up the Quick Service Restaurant (QSR) industry yet again, this time with a new Breakfast Menu that will redefine innovation and value.

Beginning today, more than 5,500 Taco Bell restaurants nationwide will open at 7 a.m. or earlier for the biggest launch in the company’s 52-year history, and will be supported by an integrated marketing campaign that highlights how the brand is revolutionizing traditional breakfast choices at QSR. The new Taco Bell Breakfast includes 13 new menu items, featuring the highly anticipated Waffle Taco, the one-handed breakfast of the A.M. Crunchwrap®, and the already-loved Cinnabon® Delights™.

“Breakfast is the fastest growing daypart in QSR, and until now, consumers have been stuck with the same, old breakfast sandwich choices everywhere they turn,” said Brian Niccol, President, 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 – including ways to customize menu items – visit 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 and with the same great taste.

Marketing Support

Taco Bell®’s most extensive menu launch includes the company’s largest marketing campaign ever, featuring bold television commercials. The new television creative was produced by Deutsch LA, who hired and is showcasing real people named Ronald McDonald to profess their love of Taco Bell Breakfast. Multiple TV spots debut today and are available on Taco Bell’s YouTube page. Additionally, Taco Bell will continue to engage its passionate fan base across social media channels using #WakeUpLiveMas.

Taco Bell Breakfast’s launch campaign is supported with television, radio and digital advertising led by Deutsch L.A., in-store POP and packaging by FCBLA, as well as social and public relations support from DigitasLBi and Taylor respectively.

Leading up to launch, Taco Bell tapped into the demand for breakfast by first leveraging its friends and Team Members. Friends were the first to know about the Breakfast Menu, to enjoy it, and to engage directly with the brand via 1,000 Taco Bell Breakfast phones. Team Members were provided exclusive coupons for their family and friends to try Taco Bell Breakfast the week before its nationwide launch.


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About Taco Bell

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet- inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens™. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.

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Jenna Rathke