Avery Collins
Taco Bell, an American multinational fast-food chain, launched its breakfast menu in 2014. The menu includes items such as the Waffle Taco, Breakfast Crunchwrap, and Toasted Burritos. Breakfast sales have contributed to the brand's growth, with breakfast making up about 6% of Taco Bell's sales. In 2024, Taco Bell gave its franchisees the option to opt out of serving breakfast, allowing them to focus on other dayparts. Despite this, the company remains committed to the breakfast daypart and continues to serve breakfast at all company-owned restaurants.
| Characteristics | Values |
|---|---|
| Taco Bell's breakfast sales | Soaring |
| Year of breakfast menu launch | 2014 |
| Breakfast sales as a percentage of total sales | 6% |
| Taco Bell's sales growth in 2023 | 5% |
| Taco Bell's position on breakfast | Here to stay |
| Taco Bell's breakfast menu items | Breakfast Burritos, Breakfast Crunchwrap, Toasted Burritos, A.M. Crunchwrap, Cinnabon Delights, A.M. Grilled Sausage Flatbread Melt, Hash Browns, Coffee, Orange Juice, Waffle Taco |
| Taco Bell's parent company | Yum! Brands |
| Taco Bell's number of customers served annually | Over 2 billion |
| Taco Bell's number of restaurants worldwide | Over 8,200 |
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What You'll Learn
Taco Bell's breakfast sales soar
Taco Bell's breakfast sales have been soaring since the company officially launched its breakfast menu nationwide in 2014, marking one of the few times a company in the history of the QSR industry launched breakfast successfully and profitably in year one. The menu includes items such as the Breakfast Burrito, the Breakfast Crunchwrap, the Naked Chicken Chalupa, and the Waffle Taco.
Taco Bell's breakfast sales made up about 6% of its total sales, compared to about 25% for McDonald's. The company's breakfast sales have continued to thrive, even as major brands like Wendy's and Subway have faltered. In 2023, Taco Bell's US division was Yum Brand's standout performer, with same-store sales up 5%, while all of Yum's other US business units saw a decline.
Taco Bell's success in the breakfast space can be attributed to its value offerings, innovative menu items, and loyal consumers. The company has nine items on its morning value menu priced at $1 each. While coffee is not a juggernaut for Taco Bell as it is for McDonald's, the company has still managed to succeed due to its strong brand and innovative offerings.
Taco Bell's breakfast menu has helped drive growth in sales for years, and the company remains committed to the breakfast daypart. However, in 2024, the company announced that it would allow franchisees to opt out of serving breakfast starting in October, giving them the flexibility to focus on other dayparts and key growth drivers. Despite this, Taco Bell has stated that it will continue to serve breakfast at all company-owned restaurants and that breakfast is here to stay.
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Breakfast sales make up 6% of Taco Bell's total sales
Taco Bell officially launched its breakfast menu nationwide on March 27, 2014, with what was at the time its largest marketing campaign ever. The menu included items such as the Waffle Taco, the A.M. Crunchwrap, Cinnabon Delights, the Breakfast Burrito, and the Naked Breakfast Taco.
Taco Bell's breakfast sales have been successful, with breakfast making up about 6% of the company's total sales. This is compared to about 25% of McDonald's sales. In 2018, Taco Bell was described as "one of the few companies in the history of the QSR industry to launch breakfast successfully and profitably in year one." The company has continued to thrive in breakfast sales, even as major brands like Wendy's and Subway have faltered.
Taco Bell's breakfast menu has driven growth in sales for years, and the company remains committed to the breakfast daypart. In 2023, the company expanded its hours and saw growth in both the late-night and breakfast dayparts. However, in 2024, Taco Bell gave its franchisees the option to stop serving breakfast, citing a strategy to give franchisees "the flexibility to focus on key drivers of growth." Despite this, the company has stated that it will continue to serve breakfast at all company-owned restaurants and that breakfast is "here to stay."
Taco Bell's breakfast success can be attributed to its innovative menu items and strong brand marketing. The company has also ramped up its coffee program and continues to test new breakfast items, indicating its commitment to remaining competitive in the breakfast space.
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Taco Bell's breakfast value menu
Taco Bell's breakfast sales have been soaring since they were brought back in 2021 after a brief pandemic-induced pause. Breakfast now makes up about 6% of Taco Bell's sales, and the chain intends to stick with it.
Taco Bell's breakfast menu includes Mexican-inspired items such as burritos, crunch wraps, quesadillas, sweets, coffee, and more. The Cravings Value Menu offers 10 items for $3 or less every day, including the Cheesy Roll Up and the Cheesy Bean and Rice Burrito. The breakfast menu also features items from the dollar menu, such as Cinnabon delights, iced coffee, hash browns, and the cheesy toasted breakfast burrito with bacon.
The Taco Bell breakfast menu offers a range of affordable options, with prices ranging from $0 to $7.19. You can order ahead online for pick-up or delivery, or visit a nearby location to enjoy a delicious and economical breakfast.
With over 20 mouth-watering items to choose from, Taco Bell's breakfast menu is a great choice for a quick and tasty meal. Whether you're looking for a classic breakfast burrito or something new like the Breakfast Crunchwrap, Taco Bell has you covered. So, if you're looking for a budget-friendly breakfast option, be sure to check out the Taco Bell breakfast value menu!
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Taco Bell's breakfast marketing campaigns
Taco Bell's breakfast menu has been a significant contributor to the brand's sales growth over the years. The company has employed various marketing campaigns to promote its breakfast offerings and differentiate itself from competitors.
One of Taco Bell's initial forays into the breakfast market involved a marketing campaign centred on denigrating its competitors, particularly McDonald's. One commercial featured people named Ronald McDonald, declaring their preference for Taco Bell over McDonald's. Another ad targeted the Egg McMuffin's size and taste. This strategy of going after the competition created a buzz around Taco Bell's breakfast offerings.
In 2015, Taco Bell launched a unique breakfast campaign with a TV spot depicting a dystopian prison camp-like world called the "Routine Republic," where people ate only small, round breakfast sandwiches. The ad introduced the concept of "breakfast defectors," showing two young people breaking free from the monotony of their routine breakfasts and choosing Taco Bell's A.M. Crunchwrap instead. The campaign, created by Interpublic's Deutsch LA, included 60-second and 30-second spots aired during popular shows and a three-minute version released online and in theatres.
Taco Bell has also leveraged celebrity endorsements to promote its breakfast menu. In 2023, the company hired comedian Pete Davidson to spearhead a new ad campaign. The cheeky ads featured Davidson apologizing for some of the chain's unconventional breakfast creations, such as the Naked Egg Taco, and promised to stick to the basics. Davidson's popularity helped boost Taco Bell's breakfast sales, with sales of breakfast burritos and egg-stuffed quesadillas increasing by 9% in the fourth quarter of 2022.
To celebrate the second anniversary of its breakfast menu, Taco Bell developed the "Breakfast Defectors" campaign, encouraging consumers to break free from their mundane breakfast routines and join the Taco Bell breakfast revolution. The campaign won several awards and was well-received by customers.
While Taco Bell has seen success with its breakfast offerings, the company recently announced that it would allow franchisees to opt out of serving breakfast starting in October 2024. This decision was made to provide franchisees with the flexibility to focus on other dayparts and optimize their operations. However, Taco Bell remains committed to the breakfast market and will continue to serve breakfast at all company-owned restaurants, with plans to ramp up its coffee program and test new breakfast items.
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Taco Bell's breakfast franchisee opt-out
Taco Bell has long been overshadowed by its competitors in the breakfast market, notably McDonald's. Breakfast only makes up about 6% of Taco Bell's sales, compared to 25% of McDonald's. However, Taco Bell remains committed to its breakfast offering, with CEO David Gibbs saying the chain is making "encouraging progress" in this area.
Despite this, in April 2025, Taco Bell announced that it would give franchisees the option to opt out of serving breakfast. This decision was made to give franchisees greater flexibility and allow them to focus on key growth areas. The company stated that this was an example of how it listens to its franchisees and makes changes to support the brand's overall growth. While only a small minority of franchisees decided to remove breakfast from their menus, all locations will now open at 9 a.m. or earlier, serving the rest of the menu.
Taco Bell's breakfast program has experienced ups and downs since its introduction a decade ago. The company temporarily allowed franchisees to opt out of the program during the pandemic when sales slowed and cash flow preservation was a priority. After bringing breakfast back in 2021, Taco Bell simplified the menu, focusing on items like the Breakfast Crunchwrap and Breakfast Burritos, and sales improved.
However, the fast-food breakfast market is highly competitive, with the entrance of new players like Wendy's in 2020. While Taco Bell's breakfast sales have been growing, with a 5% increase in same-store sales last quarter, the company recognizes that franchisees need the flexibility to adapt their menus to the needs of their communities. As a result, some Taco Bell locations will stop serving breakfast as of October 2025.
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Frequently asked questions
Taco Bell's breakfast menu has contributed to the company's sales growth. Breakfast sales improved throughout the second quarter of 2023, and the company intends to continue serving breakfast.
Taco Bell's breakfast menu includes items such as the Breakfast Burrito, the Breakfast Crunchwrap, Toasted Burritos, and the Naked Breakfast Taco.
Taco Bell officially launched its breakfast menu nationwide on March 27, 2014, with an ad campaign featuring 25 men named Ronald McDonald.
Breakfast sales make up about 6% of Taco Bell's total sales, compared to about 25% for McDonald's. Taco Bell's breakfast sales have been described as successful and profitable, even as competitors like Wendy's and Subway have faltered.
