It may be too late for this restaurant marketing idea. Taco Bell has already announced its new roll out of serving Mtn Dew A.M. as part of the morning breakfast offering. (Note: Taco Bell does not call it breakfast, they refer to it as FirstMeal) Instead of focusing on coffee as a morning pick-me-up, they have chosen a Mtn Dew.
Breakfast, which Taco Bell calls “FirstMeal,” is a growing segment of the fast-food cycle. McDonald’s and Wendy’s have ramped up their breakfast menus. Even IHOP is refocusing on the a.m. time period. At quick-service eateries, morning menus account for 92% of overall traffic growth in the last five years, according to research group Technomic.