Taco Bell: The Breakfast Opportunity

In 2013 Taco Bell, a large U.S. fast food chain, was looking for ways to grow. One of the opportunities the company was considering was adding a line of breakfast foods, something the brand had tried unsuccessfully before.

There were clear reasons to proceed with the launch, as breakfast offered a completely new meal occasion with tremendous potential. However, there were also notable concerns when it came to operational issues and consumer behavior. Opening for breakfast would increase costs, and getting people to change their morning routine would be difficult. Should Taco Bell risk adding a breakfast menu, or not?

This case gives students an opportunity to debate growth and new product opportunities.