Monday, September 8, 2014

Taco Bell strikes again -- this time with 'Biscuit Taco'

The new 'Biscuit Taco'
Say what you may about Taco Bell, but never say it's complacent.

The Mexican-like chain's latest new-thing-in-testing is a "Biscuit Taco" for its breakfast menu, along with two new versions of its popular A.M. Crunchwrap.

Amanda Clark, senior director of marketing, said in an interview with Nation's Restaurant News the chain aims to cut through the “sea of sameness” that morning quick-service consumers are used to.

Breakfast sandwiches make up more than 70% of purchases in the restaurant segment’s "early daypart" -- what civilians call "breakfast" -- and they all look pretty much the same, Clark said. Taco Bell has tested the Biscuit Taco in San Antonio and Atlanta, and now has expanded testing to several locations in Orange County, CA.

The item utilizes familiar Southern flavors with a twist. The “shell” is a fluffy buttermilk biscuit, thinner and wider than a standard biscuits, and is  folded over like a taco. The biscuits are pre-baked and heated for service. They are being offered in the with various combinations of eggs, bacon or sausage, and cheese, priced between $1.99 to $3.29. There also is a The crispy, fried white-meat chicken variation, dredged in crushed taco shells, with a hint of spice. Customers can order the  Biscuit Taco with traditional country gravy or a new signature jalapeƱo-honey sauce.

Taco Bell is planning a national rollout in mid-October for the two new additions to its A.M. Crunchwrap lineup: the A.M. California Crunchwrap (a grilled tortilla stuffed with eggs, bacon, cheese and hash browns, with guacamole and pico de gallo) at $2.79, and the A.M. Country Crunchwrap (eggs, sausage, cheese, hash browns and country gravy, wrapped in a tortilla and grille) at $2.49.

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