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Consumer Trends

Battle of the breakfast stars

taco bell naked breakfast taco

As LSRs battle it out at breakfast, they’re pulling no punches when it comes to innovation. Taco Bell’s Naked Breakfast Taco spring LTO used a fried egg as a “shell” to hold diced potatoes, cheese and bacon or sausage. Meantime, Jack in the Box tested a line of topped hash browns, including the Wakey Bakey Hash Munchie Mash Up, topped with bacon, cheese and a fried egg.

Technomic’s MenuSurf program found about half of consumers would order each of these items. A few demographic differences arose, such as Hispanic consumers’ lower intent to purchase the Naked Breakfast Taco (too crazy a version of a “Hispanic” item?), and Gen X’s enthusiasm for Wakey Bakey Hash.

The lesson? Consumers of all stripes seem eager to try new breakfast items beyond egg and meat sandwiches. The breakfast-all-day trend may extend the lifespan for snackified dishes like those at Jack in the Box and Taco Bell.

lsr breakfast chart

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