By: David Cravotta
Can Taco Bell break into the breakfast market? Well, they have been developing a product with the hopes of doing so. Taco Bell has taken a generic waffle and has embarked on incorporating it with its signature look of a taco. This waffle will be put inside of a taco mold and deepfried, stuffed with the breakfast usuals, such as eggs, sausage and cheese. Taco Bell is hoping to attract 22% of all fast food breakfast customers when only 10% of the chain’s sales come from their breakfast menu. When you think of Taco Bell, “waffles and eggs” aren’t usually what comes to mind. You usually envision a stuffed taco with ingredients such as meats, sour cream, cheese, etc.
With that being said, it shows that Taco Bell isn’t exactly familiar with serving breakfast items. Competition, such as McDonald’s on the other hand, has held a breakfast menu for quite some time. Taco Bell has a different approach than these other food chains though. They rotate different items in and out of their menu constantly trying keep a fresh feeling to their menu. This approach will hopefully keep customers coming back again and again trying to search for the “next big thing.”
Rotating in the Waffle Breakfast Taco will hopefully be what revolutionizes the fast food breakfast market for Taco Bell. Seeing what other competition offers for breakfast, theirs seems to be the usual sausage, egg, and cheese sandwich trend. That, possibly, could leave Taco Bell’s offering only appealing to a niche market. Mornings are one of those things in which people have set routines and rituals, and it is hard to change them for some. There are teams of people who work for Taco Bell who try to unveil new ingredients and keep up with competition through social media. So by doing that it may help better meet what the consumer wants. These new products go through about 100 different changes before they find what really works. This particular product went through about 80 changes before it was “accepted” by the product development team. Taco Bell is taking the right steps in trying to get this new product on its way but it looks like a steep hill to climb. Other competition has solidified themselves as fast food breakfast spots, which leaves very little room for Taco Bell to make an impact. This brings me back to my point about this product being appealing to a niche market of people.
Fast food breakfast, in itself, is already a small market. So when you’re trying to break into an already small market, it’s a tough area to find an opportunity. There is always, however, that one hope of your product really blowing up. It is possible. There is just not much of a chance for Taco Bell solidifying themselves as the fast food breakfast place of choice. Their individual product may be, but the restaurant itself does not seem likely to achieve this position.