IRVINE, Calif. -- Taco Bell "shook up morning routines" again this week with the launch of its all-in-one Biscuit Taco.
Having "listened to fans and friends who shared that biscuits are a breakfast staple," the quick-service chain took a warm, fluffy, buttery biscuit, folded it in the shape of a taco and filled it with classic breakfast flavors like sausage, eggs and cheese or Taco Bell’s new premium marinated all-white-meat Crispy Chicken breaded in tortilla chips and served with Jalapeno Honey or Country Gravy.
“This year is about making sure we continue to give people the food they crave in a way that’s unique to Taco Bell,” said Brian Niccol, CEO, Taco Bell Corp. “Our Biscuit Taco delivers just that; it will reinvent the fast-food breakfast experience by moving away from boring, round sandwiches and inserting bold tastes and flavors. Ultimately, we aim to make the breakfast day-part as famous as our late night.”
The Biscuit Taco will be offered at participating locations for a suggested retail price of $2.49 excluding tax, in the following options:
- Sausage, Egg and Cheese (369 calories)
- Bacon, Egg and Cheese (380 calories)
- Crispy Chicken with Country Gravy (388 calories)
- Crispy Chicken with new signature Jalapeno Honey (471 calories)
To support "the next generation of breakfast," Taco Bell will be launching a multi-channel marketing campaign urging consumers to change their morning routine and “defect” to Taco Bell. The campaign includes a 3-minute film produced by Deutsch L.A., as well as a 60 second spot and 15 second customer testimonial spots featuring real breakfast defectors that begin airing on Thursday, March 26, 2015.
“When we launched breakfast last year, we wanted to be so disruptive that customers’ heads and cars turned toward our drive-throughs,” said Chris Brandt, chief marketing officer, Taco Bell Corp. “Building on that momentum, we’re now putting a spotlight on today’s mundane daily breakfast routine to inspire defection towards the next generation of breakfast at Taco Bell.”
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