Orange County Business Journal

Taco Bell Expands Breakfast Menu

Kari Hamanaka Friday, August 31, 2012

Irvine-based Taco Bell Corp., with sales of nearly $7 billion last year, expanded its First Meal breakfast menu with the launch of the A.M. Crunchwrap Friday.

The Mexican fast food chain, part of Louisville, Ky.-based Yum Brands Inc., also debuted Mtn. Dew A.M., a new drink option that mixes the Mountain Dew soft drink with orange juice.

The new Crunchwrap item is $2.50 and Mtn. Dew A.M. starting at $1.69.

Taco Bell began rolling out its FirstMeal menu in January and now has breakfast at 815 restaurants in California, Arizona and other western states.

The chain totals nearly 5,600 locations in the U.S.

Taco Bell’s breakfast rollout came a few months before the launch of its Doritos Locos Tacos. The two menu initiatives combined to help boost Taco Bell same-store sales 13% for the quarter ended June 16.

The impact of Taco Bell’s Cantina Bell menu, which launched in July, is expected to appear in the company’s September quarter results. Cantina Bell consists of bowls and burritos using ingredients such as corn salsa, cilantro rice, black beans and chicken.