![]() Encouraging is that 24 percent said they haven’t yet tried Taco Bell’s breakfast but want to try it. Taco Bell, being the brand-new entrant starting in late March, still has a ways to go: Only 4 percent have tried its breakfast based on our data through April 21, 2014, and of those, 3 percent said they would go back. Not surprisingly, a majority of people (73 percent) have eaten at McDonald’s for breakfast at some point or another, and most (58 percent) said they would go back. McDonald’s, meanwhile, is grappling with recent quarterly results that saw sales at established U.S. restaurants fall at a larger-than-expected 1.7 percent, for which it largely blames the extreme winter weather. Though early data suggest Taco Bell’s breakfast campaign has created some good buzz and awareness, it’s too soon to tell how successful the Waffle Taco and its friends will be and what kind of impact the breakfast menu will have on McDonald’s.Īt CivicScience, we wanted to take a look at the fast-food breakfast opportunity overall and see what the data mined from our consumer respondent database told us.įirst, we did a quick look at how people responded when asked about breakfast at McDonald’s and at Taco Bell. Competition in the quick-service industry is heating up after Taco Bell rolled out hard-hitting advertising for its new breakfast menu with jabs at McDonald’s that suggest the quick-service leader is not keeping up with the times.
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