Taco Bell's Calm Breakfast Strategy: Insights & Recommendations

1 The purpose of the campaign is to show that Taco Bell is taking a more “calm” approach to breakfast. The messaging is that Taco Bell will town down its product ideas and give customers sausage, eggs, hash browns, and cheese, in a crunch wrap. The Campaign has been going on for years to show Pete “Peter” Davidson as toned down and cleaned up. The marketing issue being resolved with this campaign is that customer satisfaction is not being prioritized or addressed. Taco Bell is making “bold” moves to introduce new products and remove products that were already appreciated. Taco Bell apologized for its unique ideas that were unsolicited. An opportunity is to continue to use Pete Davidson as a spokesperson for rebranding and cleaning up their act. A problem is that Pete Davidson is a notorious figure and has done and said things that have made people uncomfortable, which also led to people speculating on his mental health and stability. The company’s response to the issue is to get one of the most controversial celebrities of this generation to be a spokesperson. Pete Davidson has been in scandals for the past decade and make moves that leave many scratching their head about his continued relevancy in stardom. The company has made their breakfast hours end at 11 am, which is much later than other competitors. This allows them to appeal to customers who feel slighted by not being able to eat breakfast foods at a later hour. The strategy is working the crunch wrap is getting great reviews and responses. Pagan(2023) stated:

2 “The engagement and reactions from our fans have demonstrated that this renewed approach is resonating with our audience and we look forward to continuing to deliver delicious and comforting breakfast foods when they spend their mornings with us.” I recommend that the company get customer feedback and apply it. Taco Bell still needs to be innovative, but like other successful companies which are solving a problem that a customer has and making a product that they didn’t know that they needed. When it comes to breakfast foods, eggs, hashbrowns, and meat products are typically staples for most fast-food chains. I wouldn't recommend Taco Bell to exist in the breakfast market but doing one thing well could be more advantageous than doing a few things in a mediocre fashion.

3 References Morrison, M. (2014). In breakfast wars, Taco Bell’s bold marketing pays off with big sales. Advertising Age, 85(16), 6. Pagan, A. (n.d.). Taco Bell is banking on Pete Davidson (again). Yahoo! Retrieved April 27, 2023, from https://www.yahoo.com/lifestyle/taco-bell-banking-pete-davidson- 120000641.html

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