Taco Bell Waffles anyone? The chain enters breakfast.
Tom Dougherty, CEO – Stealing Share
20 May 2013
Do you want to eat breakfast at Taco Bell?
A new Taco Bell Waffle Taco breakfast menu item has arrived and, before you gag, think of this. It fits Taco Bell’s quirky bill, matching nicely alongside counterparts such as the Doritos Loco Taco and commercials that play up the Live Mas theme.
The hurdle for Taco Bell, however, will not be menu items. In fact, when considering the availability of breakfast burritos at competitive chains, who in the market has more permission then Taco Bell to sell anything wrapped in a burrito?
“In the meantime, it should create messaging that builds its breakfast brand so that, when the Waffle Taco buzz drops off, there is a loyal Taco Bell breakfast consumer remaining.”
Breakfast is a market that is increasingly getting more and more players because it offers an additional profit center. Many big names, most recently Wendy’s, have tried their hand at breakfast only to find entry difficult because their brand doesn’t speak breakfast.
Watch the fast food market for a matter of weeks and there will be new items coming and going. McDonald’s does this best with its McRib and Shamrock Shake. New items are a nice way to get a bump in sales but leave them on the menu too long and sales drop once the sense of new wears off. This is the reason McDonald’s pulls its special menu items before consumers have a chance to get tired of them.
The Taco Bell Waffle Taco is interesting enough for it to create that bump. But Taco Bell should only consider it a way to buy time. In the meantime, it should create messaging that builds its breakfast brand so that, when the Waffle Taco buzz drops off, there is a loyal Taco Bell breakfast consumer remaining.
Grey Goose brand Tom Dougherty, CEO - Stealing Share 22 April 2019 Grey Goose brand repositions, with mixed results The Grey Goose brand stands in a current state of confusion. With sales falling (for a variety of reasons), a new campaign seeks to...
Retail closings Tom Dougherty, CEO - Stealing Share 17 April 2019 5,994 and counting, retail closings at record numbers In 2018 alone, 5,864 retail locations closed. So far in 2019, retail closings stand at 5,994 and it is only April. If the pace stays...
TV blockbuster Tom Dougherty, CEO - Stealing Share 15 April 2019 Game of Thrones is NOT the last TV blockbuster Jon Snow finds out his true lineage. Jamie Lannister sees Bran Stark, whom he pushed out of a tower window in season one. And Sansa doesn’t...