Why Taco Bell Is Apologizing About Its Breakfast Menu
Taco Bell is apologizing for its breakfast menu saying they didn't do a good job with familiarity in the choices.
This article is more than 2 years old
Taco Bell is sorry for its breakfast menu. The eatery, which is known for its quirky food innovations, admitted that it went too far with items like the Naked Egg and Waffle Tacos. It may have taken a minute, but the restaurant realized that most people just want the basics. To mark the occasion, the company released a new ad campaign that includes an apology, along with a promise that it won’t go that crazy again.
Speaking to CNN Business, Taco Bell’s Chief Brand Officer Sean Tresvant said, “We honestly over-innovated in breakfast. When you look at today’s consumer and the fast food breakfast business, it’s about familiarity and it’s about comfort.” The chain’s apology comes courtesy of Pete Davidson. Taco Bell recruited the comedian to be its official Brand Apologist, and he kicked off the apology tour with two 30-second adverts.
Set to run until December 24, the first commercial sees Davidson walk into a Taco Bell saying “Sometimes, we go too far. I have, and that’s why Taco Bell has hired me to make an apology for them.”
The second advert shows the comedian waking up from a dream and thinking about the chain’s breakfast options. Tresvant said it’s a great partnership because Davidson is a fan of the eatery and appeals to its younger customer base.
“I like to think I might be the muse behind Live Más, which is probably why they brought me on to apologize for their maybe-too-extreme innovations in the mornings,” said Pete Davidson in a statement via Delish.
He added that Taco Bell got too caught up with today’s hustle and forgot that people need to ease into their morning with tasty, simple food. “Here to stay are delicious burritos and Crunch-things or Crunchwraps or whatever they’re called,” he told the publication.
Taco Bell’s morning menu currently features breakfast versions of its popular afternoon and evening foods. This includes breakfast burritos, quesadillas, and crunch wraps, all stuffed with eggs, cheese, and meats. As a result, breakfast sales have surpassed their 2019 levels. “Slow and steady wins the race and in breakfast, you have to be consistent,” Tresvant added.
Another part of Taco Bell’s apology campaign is a series of Bell Breakfast pop-up restaurants that will serve Breakfast Crunchwraps and other menu items throughout the day. The pop-ups will take place from October 20th to October 23rd at the following locations:
- Las Vegas – 3717 S Las Vegas Blvd Suite 140A
- Chicago – 1107 W Addison St
- New York City – 1501 Broadway
While Taco Bell doesn’t plan on altering its breakfast menu, its competitors are making some changes. Wendy’s recently added French Toast Sticks to its morning offering, McDonald’s is selling a new Cheese Danish, and Tim Horton’s launched a new Waffle Sandwich in the United States.
Although it may not have worked for Taco Bell, boosting breakfast menus is a smart business decision. A report from research firm NDP Group revealed that business for mornings has remained steady in the second quarter of 2022, while other parts of the day declined amid rising menu prices.
