TACO BELL® BREAKFAST INTRODUCES
GRILLED BREAKFAST BURRITOS


Taco Bell Breakfast Background

With product innovation at the heart of Taco Bell®, we listen to our customers in order to understand what they need, want and crave. The full breakfast menu launched nationally on March 27th, offering 15 items that combine great Taco Bell value and flavor with classic breakfast tastes, featuring the Waffle Taco, A.M. Crunchwrap and Cinnabon Delights.

In just over three months, Taco Bell Breakfast has become the most talked about launch in Taco Bell’s 52 year history and is also the second most successful product launch, right behind the Doritos Locos Tacos platform.

NEW! Taco Bell Grilled Breakfast Burritos

Starting Thursday, July 17th, Taco Bell will be expanding its burrito lineup and morning value offerings with new Grilled Breakfast Burritos in restaurants nationwide. The new items once again prove that Taco Bell is relentless in bringing consumers the next generation of breakfast by providing them with a unique breakfast experience through familiar flavors with an exclusive twist and value that only Taco Bell can provide.

Taco Bell Grilled Breakfast Burrito Varieties:


Availability – Exclusively during breakfast hours, 7AM or earlier to 11 AM local time

Pricing $1.29 (SRP)

Overall, ten different options of Breakfast Burritos will be available on Taco Bell’s breakfast menu, including the NEW Grande Scrambler, served with breakfast potatoes, pico de gallo, sour cream, cheddar cheese and the customer’s choice of bacon sausage or steak, as well as the Cheesy Burrito in bacon, sausage, steak or Fiesta Potato. For more information, visit www.tacobell.com/breakfast.com

Marketing Support

To coincide with the launch of the new Grilled Breakfast Burritos, the brand is bringing back some familiar faces from the past – all by the name of Ronald – who remind us to stick with the people who know burritos. The new ad is an extension from Taco Bell’s award winning launch campaign and will begin airing nationally this Sunday, July 20.

Continued Taco Bell Breakfast Innovation

Taco Bell’s promise to bringing fans options they want continues as Taco Bell will soon begin testing new Breakfast items. The Power Breakfast Steak Burrito or Bowl and great tasting Greek yogurt will be tested and added to select breakfast menus as part of Taco Bell’s new Power Platform. The protein-packed Power Greek Yogurt features 3 Happy Cows 2% Vanilla Greek Yogurt served with 3 Happy Cows Granola in the form of a pop-on lid. The yogurt with granola is 240 calories and 17g of protein and will begin testing on August 4 in Omaha, NE at a SRP of $2.49. The Power Breakfast Steak Bowl and Burrito will be priced at $2.79 each.

Full Taco Bell Breakfast Menu Items

Along with the new Grilled Breakfast Burritos, the full Taco Bell Breakfast Menu provides a variety of options, taking traditional breakfast ingredients like eggs, hash browns and sausage to create innovative products like the Waffle Taco and AM Crunchwrap. Taco Bell welcomes consumers to Live Más in the morning with their full Taco Bell Breakfast menu: http://www.tacobell.com/food/menu/breakfast-menu.com


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Taco Bell Breakfast News


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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CONTACT

TACO BELL CORP.
Deb Bell
949/863.3915
deb.bell@yum.com 

TAYLOR
Jenna Rathke
212/714.5713
jrathke@taylorstrategy.com