Taco Bell Gives a Limited Launch to its A.M. Crunchwrap
Michael Hines — September 4, 2012 — Lifestyle
References: nrn & thatsnerdalicious
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.
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.
Trend Themes
1. 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.
2. 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.
3. Breakfast-for-dinner - With the success of fast food breakfast launches, there may be an opportunity to market breakfast menu items as dinner options.
Industry Implications
1. Fast Food - Fast food restaurants should consider introducing innovative breakfast items to compete with Taco Bell's new A.M. Crunchwrap menu.
2. 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.
3. 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.
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