Crossville Chronicle, Crossville, TN

Community News Network

April 23, 2014

The waffle taco's biggest enemy isn't McDonald's. It's consumer habits.

Yum! Brands execs admitted this week that the Waffle Taco is fighting an uphill battle in the fast-food breakfast wars. "We gotta break major habits," CEO David Novak said of Taco Bell's morning menu rollout during Yum!'s quarterly earnings call. "People have a tendency to do the same thing every day. It's hard to even get our current users to give us a try."

Novak also made clear that he sees breakfast as critical to Taco Bell's national success. "I've always said if you can be successful at breakfast - and we fully intend to be - there's no reason in the world why Taco Bell can't go from 5,000 stores to 8,000 stores in the United States," he said. Fast-food breakfast accounts for tens of billions of dollars in sales in America.

Though Novak stressed that "we are in it to win breakfast," his comments sounded less assured than those of McDonald's CEO Don Thompson this week. Gesturing to Taco Bell, Thompson said McDonald's had "not seen an impact relative to the most recent competitor that entered the [breakfast] space," and that new competition would only make McDonald's pursue breakfast more aggressively.

Yum!, the corporation behind Taco Bell, Pizza Hut and KFC, said same-stores sales at Taco Bell's U.S. locations declined 1 percent in the first quarter, but chalked much of that up to the harsh winter.

 

1
Text Only
Community News Network
Marketplace Marquee
Parade
Must Read
Section Teases
Seasonal Content
AP Video
13 Struck by Lightning on Calif. Beach Baseball Hall of Famers Inducted Israel, Hamas Trade Fire Despite Truce in Gaza Italy's Nibali Set to Win First Tour De France Raw: Shipwrecked Concordia Completes Last Voyage Raw: Sea Turtle Hatchlings Emerge From Nest Raw: Massive Dust Storm Covers Phoenix 12-hour Cease-fire in Gaza Fighting Begins Raw: Bolivian Dancers Attempt to Break Record Raw: Israel, Palestine Supporters Rally in US Raw: Air Algerie Flight 5017 Wreckage Virginia Governor Tours Tornado Aftermath Judge Faces Heat Over Offer to Help Migrant Kids Kangaroo Goes Missing in Oklahoma More M17 Bodies Return, Sanctions on Russia Grow Raw: Deadly Tornado Hits Virginia Campground Ohio State Marching Band Chief Fired After Probe Raw: Big Rig Stuck in Illinois Swamp
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Weather Radar
2014 Readers' Choice
Graduation 2014