October 5, 2022
Taco Bell is apologizing for its breakfast menu, CNN exclusively reports. In recent years, it has been littered with questionable foods, such as the Naked Egg Taco or even the Waffle Taco, both of which have since been discontinued.
Turns out, people just want the basics and the chain is finally accepting that. Now, the company is releasing a new ad campaign that includes with an apology of sorts for its past behavior, along with a promise that it won’t go that crazy again.
Taco Bell has been focusing on those two things. Since it was brought back last year after a brief pandemic-induced pause, its breakfast menu has been filled with unique items without going overboard compared to past creations.
As a result, breakfast sales have surpassed its 2019 sales levels, Tresvant said, adding that “slow and steady wins the race and in breakfast, you have to be consistent.” Breakfast makes up about 6% of its sales, the chain has previously said.
Although Taco Bell isn’t making any changes to its breakfast menu, its competitors have adjusted their own. In recent weeks, Wendy’s has added french toast sticks; McDonald’s is selling a new cheese danish; and Tim Horton’s has a new waffle sandwich on its U.S. menus.
Bolstering breakfast is a smart business decision: A recent report from research firm NPD Group revealed that business for mornings has remained steady in the second quarter of 2022, while other parts of day (including lunch and dinner) have declined in the midst of rising menu prices.
According to new research from GlobalData, breakfast is also entering a resurgence because people are resuming their pre-pandemic routines of returning to the office.
“With such a large portion of the population regularly making a commute, it is unsurprising that breakfast sales have remained steady,” said Hannah Cleland, a food service analyst at GlobalData, in a recent note. “Consumer spending habits in response to the cost-of-living crisis have been nuanced, but it is clear that a small breakfast treat is still being incorporated into many people’s budgets.”
Research contact: @CNN