Taco Bell is trying to take over the fast-food breakfast market with another surprising product: the Biscuit Taco. The fast-food chains latest addition to its menu is pretty much what the name says it is: a biscuit shaped like a taco.
The Biscuit Taco will be available from March 26, as the company is giving up on its former breakfast proposal, the “waffle taco.” The waffle version that raised a few eyebrows in 2014 marked the debut of a new strategy from Taco Bell, according to which McDonald’s will have to be toppled as America’s most popular choice for breakfast.
According to Taco Bell’s new CEO, Brian Niccol, the food chain would like to make breakfast one of their marketing priorities, hoping to triple the money consumers spend on their products for their first meal of the day. Breakfast income now only accounts for 6 percent of the chain’s business, and Niccol hopes to raise that figure to 20 percent.
Niccol, who has been in charge at Taco Bell for three months, strongly believes the market is ready for more quick breakfast options. “Shoppers let me know they don’t even have room schedule-wise to make cereal,” the CEO said. “We take a gander at breakfast among the quickest developing day-parts in fast food.”
According to the company’s official announcement, their new product is a “warm, fluffy, buttery biscuit, folded in the shape of a taco,” to which consumers can easily add sausage, cheese, or eggs, all seasoned with a jalapeño honey sauce. The nutritional value of the meal varies between 370 and 470 calories, depending on specific ingredients people choose.
In order to make its voice heard, Taco Bell will have to tackle directly the current fast-food breakfast leader, McDonald’s. And it seems the challenger is up for the task.
Taco Bell has prepared an aggressive negative advertising campaign on McDonald’s products, labeling the Egg Muffins routine food for tools. A sinister-looking clown holding an egg muffin has already been put on display on several posters in New York and Los Angeles. Apparently, he comes from a place called “Routine Republic” (wonder what that is) and he is keen on following “Routine Rules.”
Comedy TV ads will also feature in Taco Bell’s campaign. For instance, “criminals” will admit their guilt in front of the camera saying “I admit I used to be a McDonald’s fan.”
U.S. breakfast sales are the only kind of sales that seem to be on the rise in the fast-food industry during the last five years or so. Americans spent on average 5 percent more on their breakfast meals each year, while lunch or dinner sales remained the same.
Normally, no one dared to challenge McDonald’s in this period, but since breakfast offers increasing opportunity, more fast food chain began fighting for a share of the market lately. Taco Bell’s last year campaign was only the beginning, according to its advertising mastermind, Chris Brandt.
Last year, a bunch of real Ronald McDonalds – actual people that were named same as their competitor’s founder – featured in TV ads where they were praising Taco Bell products. Same as this year’s biscuit, last year’s Waffle Taco was no less than a waffle shaped as a taco.
How much is this really hurting McDonald’s? Well, for the time being analysts cannot accurately say. McDonald’s Corp. had started losing some of it’s a while ago, amidst intensifying competition from many other fast-food chains and not only. For instance, Starbucks added sandwiches to go with their morning coffee, taking a slice of McDonald’s share.
At the moment, breakfast represents almost 25 percent of McDonald’s business, and if Taco Bell really succeeds in tripling its profits, it might be bad for Ronald McDonald’s wallet.
Image Source: Seattle Pi
Latest posts by Richard Carlisle (see all)
- Yes, Science Made Low-Fat Bacon Possible (Study) - Oct 31, 2017
- Scientists Report Success In Experimental Therapy To Prevent Zika - Oct 5, 2017
- A Paper-Based Test Can Seemingly Detect Zika In A Matter Of Minutes - Sep 29, 2017