With the addition of two new menu items, Taco Bell is taking the first step in what it hopes will be a successful foray into the world of fast food breakfast. Recently, the company unveiled the A.M. Crunchwrap and Mountain Dew A.M. to the menu in approximately 800 of its locations. The company reports that this is just an initial test and that breakfast items will be offered in all 5,600 of the chain’s U.S. locations by 2014. Currently, the two new items are being offered in 10 states that are primarily in the western United States.
For a company with a marketing plan that revolved around appealing to people with late-night cravings for some time, the new breakfast items represent a bold new step. It is unclear how the two new items have been received so far, but the fact that Taco Bell plans to enact this change in all of its locations suggests that the move has been a successful one. Of course, this change doesn’t just mean that new items will appear on the Taco Bell menu; it also means that Taco Bell locations will have to open earlier than ever. This won’t be an issue for 24-hour locations, but other Taco Bell locations will have new hours to contend with as well.
As for the new menu items, the A.M. Crunchwrap is modeled after the Crunchwrap Supreme. It contains melted cheese, eggs, a hash brown and sausage or bacon all rolled into a tortilla. Mountain Dew A.M. is simply regular Mountain Dew mixed with Tropicana orange juice. Taco Bell says that its goal is to offer something different for breakfast, but fast food chains like McDonald’s have offered breakfast burritos for years. Additional breakfast items are in the works, but nothing has been officially announced yet.