With Taco Bell now officially launching their breakfast menu in 10 western states, we’re here to shed some light on the taco giant’s early morning offerings. Through an official press release, we now know the organized breakfast menu will operate under the name ‘FirstMeal™’ a fun concept juxtaposition to their late night branding of ‘Fourth Meal’.
Back in September of 2011, we caught a whiff of a local Southern California Taco Bell location toying with the breakfast menu, and last week we confirmed the FirstMeal name and the menu items that would be available. As of yesterday, January 26th, 750 stores across 10-western states including California, Arizona and Colorado began serving the 11-item breakfast menu.
The fast food breakfast arena is a crowded one, and it looks like Taco Bell, albeit a powerhouse in the fast food game, definitely saw fit to partner with several key breakfast brands to attack the market in a serious way. Included in the menu are the likes of Johnsonville®, Cinnabon®, Tropicana and Seattle’s Best Coffee.
The full FirstMeal™ menu, in order of price: Sausage or Bacon and Egg Burrito, Hash Browns, Seattle’s Best Coffee® ($1.49 cents); Cinnabon Delights™ ($1.49), Tropicana Orange Juice ($1.49), Johnsonville® Sausage and Egg Wrap ($1.79), Seattle’s Best Coffee® Premium Vanilla or Mocha Iced Coffee ($1.99), Steak and Egg Burrito ($1.99), Grande Skillet Burrito ($2.79). Three combos will be offered, all for $3.99, which includes a drink and hash brown. Prices and items may vary at participating locations.
Time is a factor, and we experienced a tragic first Taco Bell breakfast run a few months back, showing up just minutes after the 11AM breakfast deadline. That’s right, breakfast will be served from 8 or 9AM until 11AM daily. Showing up at 11AM for some breakfast burritos? Better hope somewhere else is serving them.
Before the 750-store rollout, Taco Bell tested their FirstMeal options in over 150 stores in four markets, and Taco Bell’s Brian Niccol, the Chief Marketing and Innovation Officer mentions that the breakfast launch is beginning in the west, “where people grew up with breakfast burritos,” and that he hopes to reach a national audience in the future.
Our friends at the OC Register have compiled a list of all the locations currently serving breakfast, if you want to be absolutely sure before you set your alarm any earlier than normal.
What do you guys think of Taco Bell’s breakfast offerings? Awesome? Boring? Lacking? Just right? Not what you expected?
Let us know in the comments!