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Fast food giant Taco Bell announced today that it will be focusing less on its breakfast menu offerings over the coming months. And in some cases, the breakfast menu will be done away with entirely. This is a significant move for the chain, which first introduced breakfast nationally in 2014, and has been leaning into capturing more of the breakfast market ever since.
Taco Bell said in a statement, starting in October, operators can begin pulling the breakfast menu, if they desire, so they can dedicate more time to the lunch and dinner menu. So far, only a “small minority” have decided to move forward with eliminating breakfast at their locations
According to company spokesperson Lisa Rodriguez, “While our breakfast items have been popular with some customers, we’ve decided to refocus our efforts on our core lunch and dinner menu. This will allow us to streamline operations and concentrate on what Taco Bell does best.”
The phaseout will begin next month, with breakfast hours being reduced at many locations. By the end of the year, breakfast items are expected to be removed entirely from Taco Bell menus nationwide.
Industry analysts see this as a strategic move in a competitive fast food landscape. “Breakfast was always an awkward fit for Taco Bell’s brand,” notes food industry consultant Mark Chen. “By doubling down on their signature offerings, they may be able to differentiate themselves more clearly from competitors.”
The decision comes as a disappointment to fans of menu items like the breakfast Crunchwrap and Cinnabon Delights. However, the company has hinted that some popular breakfast-inspired items may find their way onto the regular menu in modified form.
The statement continued: “At an innovative brand like Taco Bell, we are constantly trying new things (products, restaurant formats, etc.). This is no different; we test and learn so we can evolve and better serve our franchisees, team members and fans,” the company said. “We have to be nimble in a constantly changing QSR environment, especially with the range of audiences and lifestyles we serve.”
Other chains like Wendy’s have been going full bore into adding more breakfast offerings because they see the morning hour as a way to improve their sales numbers.
Taco Bell emphasizes that this change will not result in reduced operating hours or staffing levels at most locations. The chain plans to extend its late-night hours at many restaurants to cater to the post-bar crowd.
As the fast food breakfast wars continue among other major chains, Taco Bell’s exit from the morning market is sure to shake up the industry.
