Aug 31, 2012

News: Taco Bell - New A.M. Crunchwrap and Mountain Dew A.M.

Taco Bell restaurants serving "First Meal" (aka breakfast) have two new menu items available: the A.M. Crunchwrap and Mountain Dew A.M.

The A.M. Crunchwrap is a kitchen-sink variant of Taco Bell's signature Crunchwrap Supreme and is filled with your fast food breakfast staples including scrambled eggs, bacon or sausage, cheese and a hash brown all wrapped up. It's priced at $2.49.

I also got some questions answered regarding the A.M. Crunchwrap and you can check those out below.

Mountain Dew A.M., like Mountain Dew Baja Blast and Cinnabon Delights, are available exclusively at Taco Bell and features Mountain Dew mixed in-store with Tropicana Orange Juice. Prices are $1.69 for a regular and $1.99 for a large.

Breakfast is served at participating Taco Bell locations starting at 8 or 9am until 11am.

First Meal is served at more than 815 participating Taco restaurants in 10 western states including California, Arizona, and Colorado.

I was able to do a quick Q&A with one of Taco Bell's First Meal team members and received the following answers (my thoughts in parentheses):

Q: Isn't the A.M. Crunchwrap a bit similar to the Johnsonville Sausage and Egg Wrap?

Taco Bell: "We listened to our customers and they told us they wanted a complete, portable meal that was uniquely Taco Bell. So we’ve taken our signature Crunchwrap form and included eggs, a hash brown, more cheese and the choice of either sausage or bacon, all folded and grilled in a larger tortilla so it’s “good to go.” It’s a highly differentiated menu item from traditional breakfast sandwiches and at $2.49, provides the value that only Taco Bell can deliver."

(I found out from NRN that the A.M. Crunchwrap is replacing the Johnsonville Sausage and Egg Wrap.)

Q. Why not something embracing Taco Bell's Mexican-theme like an egg and chorizo scramble or huevos rancheros?

Taco Bell: "Initially, we looked at a number of Mexican breakfast ingredients like chorizo and heard from our consumers that they wanted the traditional flavors of breakfast—sausage, bacon, eggs and hash browns. With the new A.M. Crunchwrap and Mtn Dew A.M., along with Cinnabon Delights, we are introducing signature offerings that are destination items only available on our Taco Bell FirstMeal menu. Taco Bell is the only place where Americans can change their breakfast routine and experience these new breakfast offerings."

(Basically, enough customers wanted the more traditional breakfast stuff that they went in that direction. I'm going to hope limited-time offers might add some Mexican breakfast ingredients to the mix.)

Q. Or something that incorporates some of the new flavors of Taco Bell's Cantina menu?

Taco Bell: "See answer above."

Q. Or some of Taco Bell's trademark items, Crunchy Egg and Beef Taco anyone?

Taco Bell: "See answer above."

(Nooooooo... Give me a Crunchy Beef and Egg Taco!)

Q. Can you talk about any of the other items or ideas that were tested but just didn't make the cut?

Taco Bell: "Taco Bell is constantly evolving and as with other menus, we will always explore new iterations of FirstMeal based on what consumers tell us they want. We have a lot of breakfast ideas in our pantry and expect to see more innovation coming to the FirstMeal menu!"

(Basically, they won't tell me because they can always use the ideas later. Write Taco Bell and say you want a Crunchy Beef and Egg Taco! Do it now!)