As Taco Bell searches for additional breakfast items to boost up their arsenal, they are testing Cap’n Crunch Delights – which the fast food giant describes as “warm, light pastries coated with fruity Cap’n Crunch Berries cereal” – at 26 restaurants in Bakersfield, California. A pack of two of these delicious treats sells for $1, while a 12-pack will cost you $4.49.
While testing out the new Cap’n Crunch Delights to see if they will make their growing breakfast menu, one new item that will for sure make the cut is a new line of Biscuit Tacos, which wrap taco-shaped biscuits around fillings such as chicken and gravy, at its more than 6,000 U.S. restaurants on March 26, 2015 in an effort to expand their morning offerings.
— Dang Good Eats (@adrian_danganan) March 12, 2015
Breakfast traffic at U.S. restaurants has increased for four years straight and fast-food chains have been trying to take a market share from McDonald’s Corp., the morning breakfast leader. Taco Bell, a unit of Louisville, Kentucky-based Yum! Brands Inc. joined the breakfast train with the release of waffle tacos, egg burritos and the A.M. Crunchwrap. Breakfast has proven to be a hit for Taco Bell, with their morning treats accounting for six percent of their overall sales, and the new items are designed to draw customers away from their rivals, said Brian Niccol, Taco Bell’s chief executive officer.
“We have a lot of Taco Bell users who are already eating breakfast in the food-food industry,” Niccol said in an interview, reported by Bloomberg. “We still have a big opportunity on getting people aware that Taco Bell is open for breakfast.”
Alas, Taco Bell is still far off from McDonald’s sales – with breakfast accounting for about 25 percent of the company’s sales. Taco Bell has taken aim at the Egg McMuffin in advertisements, suggesting the sandwich is old and outdated. Starbucks Corp., also has been expanding its breakfast-sandwich offerings as it attempts to double food sales to $4 billion by 2019.