Taco Bell Breaks Into Breakfast

I am having a great time watching the breakfast advertising wars between McDonalds and Taco Bell right now. If you have not seen the Taco Bell breakfast commercial yet watch it here. https://www.youtube.com/watch?v=PKAcOawiaNk. The ad features people named Ronald McDonald, though not the McDonald’s restaurant Ronald McDonald talking about how they love Taco Bell breakfast.

What I love about this commercial is that McDonald’s has been positioned for years as America’s source for breakfast on the go. Taco Bell played into this by humorously swiping at the breakfast champion without ever actually mentioning McDonald’s.

McDonald’s brand is omnipresent in the breakfast world. Conversely, if I had to guess, I would say approximately zero (sober) people think of breakfast when they think of Taco Bell (yes, I’m excluding stoners and the hung over – it’s no longer breakfast if its afternoon). This was Taco Bell’s way of introducing the brand as a tasty breakfast alternative, so tasty in fact, that even Ronald McDonald(s) loves it.

Taco Bell seems to have struck a blow with this ad campaign as McDonald’s seems to have taken notice. After the ad began airing McDonald’s posted this photo on their Facebook page http://static3.businessinsider.com/image/533965636da8115c4215d9a2-960/mcdonald’s%20taco%20bell.jpg. Here McDonald’s responds in kind by referencing Taco Bell’s most infamous mascot the Chihuahua mascot in a rather humorous yet condescending manner.

Not to be outdone, Taco Bell responded on Instagram http://instagram.com/p/mGq1DzQhGm/ with a video of someone whistling Old McDonald Had a Farm while changing out of McDonald’s socks and into Taco Bell socks then stating “much better.”

Hopefully this advertising and social media feud continues to heat up. Brands seem to be at their best when competition is fierce.

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5 Responses to Taco Bell Breaks Into Breakfast

  1. Michelle Dennison says:

    Hi Nick! I found your post interesting, as I just saw a Del Taco commercial now tacking on and advertising their new breakfast tacos! It seems that anything Taco Bell goes for, Del Taco soon follows, but in a “boot leg” type of knock off.

  2. Bryan says:

    I love that you point out that the feud is good for business. I was thinking that as I was reading your post. I think that if you are in a situation where McD’s acknowledges you as a competitor, then good things will come. Really, just being the anti-McD’s alternative is a great way to start the day. There is really not a down side in this advertising situation for Taco Bell.

    Interesting post!

  3. Jason says:

    It is really interesting how competitive the fast food market has become. So many companies are now trying to compete and gain market share wherever they can. Even if they have to invent all new foods to do it.

    Great post!

  4. Jeffrey says:

    Hi Nick,
    You make a great point about how nobody thinks of breakfast when they think of Taco Bell. I find it odd that, instead of just going all out on a selection of breakfast burritos, they designed some really odd mixtures of cuisines (waffle taco? Really?). Last semester I did a report on Taco Bell, and the opportunities that they have to move into new markets. As open as the field is, I think breakfast (or at least, some of the directions they’ve decided to go with it) should stay out of bounds for now.
    Thanks for sharing!
    -Jeff M

  5. Fiona Chan says:

    Hi Nick, I saw you and Vanessa shared your thoughts on the same topic and I also found it very interesting to see Taco Bell’s effort in expanding their market and confront with the market leader. Frankly, I think it is a very brave move and I’m sure they did their homework (research) and see an opportunity in the breakfast market. Thanks for sharing!
    Fiona