Taco Bell’s breakfast launch a success

tacobellwaffletacopromoIndicators of consumer perception and social media engagement have steadily risen for Taco Bell since the March 27 introduction of its new breakfast platform, suggesting that the launch was successful — and that it might have had an effect on top quick-service breakfast player McDonald’s.

“This is looking very much like a positive story for Taco Bell,” said Ted Marzilli, chief executive of YouGov BrandIndex, a consumer research firm that tracked steady increases in its proprietary “buzz score” and “impression score” for Taco Bell for the past three weeks.

Beginning March 27, Taco Bell’s buzz score rose from 13.2 out of 100 to a high of 17.6 on April 16, the last day that BrandIndex collected data from about 5,000 daily surveys with American consumers on how positively or negatively they perceive brands. The chain’s climb in buzz score did not reverse even when McDonald’s began a two-week coffee giveaway on March 31 or launched its own ad campaign for McGriddles on April 14.

During that time, McDonald’s buzz score started at 10.1 on March 27 and did not get back to that level until recovering to 10.0 on April 16. It reached a low of 7.8 on April 3, three days after the start of the coffee giveaway yielded a buzz score of 8.9.

However, McDonald’s recovery appeared to pick up speed after the McGriddles commercials started airing, going from 8.1 on April 14 to 10.0 two days later. Marzilli called those increases in buzz score for Taco Bell “meaningful,” especially since those same metrics decreased slightly for McDonald’s in the campaign to date.

“If Taco Bell has more versions of the campaign, it could continue to gain similar attention, and then it’s all about how successful the menu items are,” Marzilli said. “They could be getting a new set of consumers who aren’t normal Taco Bell customers, who might permanently raise their level of perception about Taco Bell.”

The BrandIndex data cannot prove that Taco Bell’s improvements in buzz score came definitively at the expense of McDonald’s scores, Marzilli noted, nor can they separate the effect of Taco Bell’s combative ads from the effects of other negative-press events for McDonald’s, such as the “wage theft” lawsuits filed last month.

However, Marzilli could say for certain that Taco Bell’s advertising and social media efforts qualified as a successful introduction.

“All of those things for McDonald’s matter, but over the past couple weeks Taco Bell’s breakfast launch and ads have gotten a lot of pass-around effect,” Marzilli said. “They’ve appeared on network media, and the Ronald McDonald thing was clever and grabbed a lot of attention. It certainly had a good compounding effect from all the additional press.”

Also, 46 percent of BrandIndex respondents reported they were aware of the brand’s advertising, an increase from 36 percent before the March 27 launch of breakfast. BrandIndex also tracked purchase consideration, or the percentage of consumers surveyed who said they now might visit Taco Bell the next time they dine out, which rose from 32 percent to 34 percent after the breakfast launch.

Back

What Clients Say About Patrice & Associates

  • Corina was wonderful to work with.

    She was very persistent and even convinced me to take the second interview, after I had accepted another offer. It was well worth it to me. I am very excited to get started in this new position. Brian Willis Corina was wonderful to work with.
  • Corina helped me find a new position in my chosen field.

    The process was efficient, enjoyable and achieved the outcome I was looking for. I'm thankful I was able to work with Corina through this process, and would recommend her to anyone. Brad Stoffel Corina helped me find a new position in my chosen field.
  • Matthew Lopez gave me a top-notch professional customer service experience.

    Not one time through the whole process of getting me on board with a potential work opportunity did he fail to follow up and deliver. When the first company didn't work out, he followed up immediately with another opportunity. In addition, Matt helped me through each step of the process of interviews and on job evaluations. He is persistent, consistent, well spoken, and he really took time out of his day to follow up, coach, motivate, and lead me in the right direction. His work anniversary has just come and he deserves every ounce of success and happiness because I can tell that he loves what he does and he makes sure that he delivers the best customer service experience. Richard Ford   Matthew Lopez gave me a top-notch professional customer service experience.
  • Matt is focused and understanding in what I was looking for and spent time with me and my references to ensure I was able to land something that I was looking for. Damien Coughlin Matt is focused and understanding
  • Milton is an amazing mentor and coach.

    I really can’t thank him enough for his genius care and advice. He gave me confidence by giving me tips and talking points for my interviews and by reminding me to stay true to myself because I have the talent and drive to snag any opportunity that comes my way.

    I am extremely grateful for you Milton! Thank you for believing in me.

    Michael Raney

    Milton is an amazing mentor and coach