Dive Brief:

• Pete Davidson is apologizing on behalf of Taco Bell for “going too far” with its breakfast innovations for menu items offered prior to 11 a.m., according to a press release.
• Davidson, known for his work on “Saturday Night Live,” is stepping into the role of “brand apologist” for the fast-food chain to address breakfast options such as the Waffle Taco and the Naked Egg Taco. In a 30-second spot, the comedian states the brand will be serving more toned-down options before 11 a.m.
• The taco chain is focusing on more comforting and familiar options, with offerings such as the Breakfast Crunchwrap, which consists of eggs, cheese and hash browns in a flour tortilla. As part of its “apology tour” Taco Bell is transforming three of its restaurants into all-day breakfast pop-ups from Oct. 20 to Oct. 23.

Dive Insights:

Taco Bell, a Yum! Brands company, is introducing simpler breakfast options in a multistage campaign created with the help of Deutsch LA that includes a new spot and a series of pop-up locations located in Las Vegas, Chicago and New York City. The campaign comes as Taco Bell, which is known for innovative menu items such as the French Toast Chalupa and the Cheez-It Tostada, is looking to drive interest in its breakfast offerings while appealing to consumers who may be looking for some comfort following a tumultuous few years.

By offering a more simple, straightforward option, the chain hopes to integrate itself into consumers’ morning routines. With the help of Davidson, Taco Bell is reaching out to busy commuters who are starting to return to the office after several years of pandemic-induced remote work. As part of the campaign, Davidson stars in two new 30-second spots. The first, “The Apology,” has Davidson admitting Taco Bell “went a bit crazy with breakfast” and suggests a new "Breakfast Crunch Thing," in reference to the new Breakfast Crunchwrap. In the second, “The Bell Breakfast,” Davidson dreams of an amazing morning meal before waking up in a Taco Bell. 

"This pivot in our breakfast strategy aligns with consumers' morning mentality by turning up our focus on ease and familiarity," said Sean Tresvant, global chief brand officer, Taco Bell in a press release.

Davidson presents an unusual choice for the brand that is trying to move away from being known primarily as a late-night destination to become a part of consumers’ breakfast routines. The comedian is known for being somewhat impulsive, but seems to be showing a more responsible side these days, including signing a multiyear deal with male grooming company Manscaped.

"I like to think I might be the muse behind Live Más, which is probably why they brought me on to apologize for their maybe-too-extreme innovations in the mornings," said Davidson, in a press statement.

As consumers return to the office, fast-food breakfast is a growing opportunity for QSR chains. While breakfast accounts for only 13% of fast-food sales, an uptick in consumers making a morning routine can prove profitable for restaurants who can provide a quick meal for those on the go. And Taco Bell isn’t the only QSR brand looking to expand its breakfast offerings, recently several chains including Wendy’s, Sonic and Burger King all introduced a French toast stick offering.