Pete Davidson helps drive Taco Bell Breakfast sales

by Ana Lopez

Former SNL star Pete Davidson is good for more than exciting gossip with his sometimes surprising to date to live. He is the main reason Taco Bell manages to dominate the fast food breakfast game.

According to a CNN reportTaco Bell’s sales of breakfast burritos and quesadillas rose 9% in the fourth quarter of 2022. In an earnings call held Wednesday, executives at Yum Brands, which owns the chain, said Davidson’s association with the brand through advertising had a direct effect. which increased US sales by 14% overall.

Taco Bell brought Davidson on board in October 2022. He spearheaded the chain’s breakfast campaign with ads apologizing for the brand’s previous choices and promising a return to basics.

In 2022, Sean Tresvant, chief brand officer for Taco Bell, told CNN that the chain had “frankly innovated too much at breakfast,” and that “today’s consumer and the [fast-food] breakfast business, it’s about familiarity and comfort.”

Here’s more from CNN:

Breakfast is increasingly becoming a bright spot for Taco Bell since it was brought back in 2021 after a brief pandemic-induced hiatus. Taco Bell’s offerings have long been overshadowed by its more established competitors, particularly McDonald’s (MCD). Breakfast accounts for about 6% of Taco Bell’s sales, the chain has previously said, compared to McDonald’s about 25% (MCD) sale.

Fast food chains are catering to consumers looking for quick and easy options, and by promoting breakfast foods, restaurants can increase brand awareness and reach new customers through targeted marketing campaigns. Overall, promoting breakfast menus is a strategic move that can help fast food chains increase sales and provide customers with satisfying and convenient meal options.

Also, as CNN points out, breakfast menus are simply “a smart business decision.” Research indicates that fast-food chains experienced stable AM ​​business in Q2 in 2022, even though store traffic declined at other times of the day.

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