Taco Bell has turned its sights on breakfast with the launch of the A.M. Crunchwrap. The A.M. Crunchwrap is a breakfast-themed Crunchwrap Supreme that swaps out the beef and sour cream of the original for bacon and eggs. The A.M. Crunchwrap has been given a limited launch in 800 of Taco Bell's 5,600 locations.
The A.M. Crunchwrap is part of Taco Bell's new breakfast menu called First Meal. The Crunchwrap has scrambled eggs, cheese and a choice of either bacon or sausage. All of that sits on top of a hash brown and is wrapped in a flour tortilla. The new Crunchwrap retains the portability and price of the old one, so it may very well be Taco Bell's next hit.
Key Themes Behind This Trend
- Fast Breakfast Foods
- There is an opportunity to create more inventive and fast breakfast menu items to compete with Taco Bell's A.M. Crunchwrap.
- Limited Launches
- Other industries can experiment with limited-edition product releases as a way to create buzz and gauge consumer reception, like Taco Bell did with the A.M. Crunchwrap.
- Breakfast-for-dinner
- With the success of fast food breakfast launches, there may be an opportunity to market breakfast menu items as dinner options.
Where This Applies
- Fast Food
- Fast food restaurants should consider introducing innovative breakfast items to compete with Taco Bell's new A.M. Crunchwrap menu.
- Food and Beverage
- There may be an opportunity for food and beverage companies to offer quick and easy breakfast options for consumers on the go, similar to Taco Bell's First Meal menu.
- Marketing
- Marketing departments may want to consider experimenting with limited edition products and early product releases as a way to create buzz and gauge consumer reception.
