Fortune also asked Niccol about Taco Bell’s push into the breakfast market, which includes a growing list of early-morning menu items such as biscuit tacos and Cap’n Crunch donut holes. The company has high hopes that these items catch on with the breakfast crowd and find success similar to that of another fairly recent menu addition, the company’s line of Doritos Locos Taco, a hugely popular menu item that recently sold its one billionth unit.
Niccol believes Taco Bell’s A.M. Crunchwrap is the best breakfast sandwich on the market and should be the breakout menu star for in that segment:
“The leading [breakfast] sandwich today, after you eat one, you’re still hungry, and after you eat two, you kind of feel bad. So we built the A.M. Crunchwrap to be somewhere in between. It’s got the hash brown, the bacon, the eggs, the sausage, the cheese. And, it’s just a portable breakfast sandwich, that frankly, you can’t get anywhere else. I think that’s going to be the long-term, defining product of our breakfast program.”
Taco Bell is also testing an at-home delivery service, along with fellow Yum YUM 0.10% company KFC, that the company expects will boost sales, particularly to Millennial customers who order from their mobile devices. “It’s actually the number one requested thing we get through social media is Taco Bell delivery,” Niccol said. “If we can deliver Taco Bell, we’ll satisfy a lot of young people in America, that’s for sure.”
(Be sure to tune in this Friday at 3 p.m. Eastern, when Niccol will appear on a new episode of Fortune Live, our weekly business show hosted by Assistant Managing Editor Leigh Gallagher.)
Article Appeared @http://fortune.com/2015/06/09/taco-bell-ceo-brian-niccol/