Taco Bell’s breakfast launch a success

Indicators 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

  • I am grateful to have met Corina and will surely have a professional working relationship with her for years to come!

    Corina Mack was extremely thorough and quick to respond to all of the needs of myself as well as her business client. Her ability to communicate between the 2 of us made the process so quick. Corina was very knowledgeable about the company she was representing and their current team that was in place. Sometimes companies receive an overwhelming amount of applications for positions and Corina’s ability to pre-screen potential candidates surely expedited this businesses needs to fill their role.           Regards, John R. Guyon III I am grateful to have met Corina Mack and will surely have a professional working relationship with her for years to come!
  • Erin DeFreitas was Top - Notch!

    Could not have been better!

                          Thank You!     Eddie T. Erin DeFreitas was top-notch!
  • I am beyond thankful Jaclynn Graybill!

    Jackie was my recruiter and she truly is an exceptional addition and excellent employee!  Patrice & Associates provided amazing service which made my decision to chose this organization to work for seamless.  I have referred Jackie to a few of my friends, and I am confident they will receive the same outstanding experience as well!

    All the best,

    Chantal

    I am beyond thankful Jaclynn Graybill!
  • I give Jay a 10 out of 10! 

    Jay Gray is an exceptional recruiter and someone who truly cares about what his client is seeking for employment. Jay helped me through the entire hiring process and made me feel confident about my new career opportunity. I am truly grateful to have had his help. Once again, thank you for you service and it really did help me in a time I needed someone like Jay to come in and help secure a position that valued my worth. I’m really enjoying my position and I’m fortunate for the help!               Much Thanks! Walker Patterson I give Jay a 10 out of 10!
  • I have been nothing but completely happy with Jonathan Litt

    Jonathan Litt has been absolutely amazing during the process of getting me hired for a new position. I’ve been in hospitality for many years, as a Director of Finance in hotels. The last year and a half has been quite difficult, even for those of us who remained employed during the pandemic. After a year of running a department alone due to property wide layoffs, a stressful transition (brand and management company), working crazy hours, along with a 20% paycut for 9 months, I started feeling very overwhelmed and drained. I told myself it might be time for a change and I was going to let the universe help me. And, it happened! Jonathan Litt found my resume and reached out to me inquiring if I was interested in a Finance Manager position, in the Food world. And, I thought that it was worth speaking to him.
    Immediately, I felt this position might be a great fit for me. From the very first email, and texts, he was amazing. He is so professional and helpful, down to helping with revising my resume to point out things I hadn’t even thought of, to helping with getting prepared for the interview. I’m so confident in my abilities but always hated interviews because you never remember the things you want to explain or the right questions to ask. I also find it to be amazing that he reaches out via text because we all know how much easier texting can be these days when you’re in meetings and/or have deadlines and cannot always hop on a call. I was offered the position and start in 2 weeks and I’m so excited! I’m grateful that I can stay in finance, while taking a chance in a new direction, albeit still in hospitality, and will finally have a better work/life balance.
    I would absolutely recommend Jonathan Litt not only for anyone seeking a new role or for companies seeking the next “right fit” for their business. I look forward to keeping Jonathan in my circle of contacts.
    Thanks,
    Erica Garner
    I have been nothing but completely happy with Jonathan Litt