EXECUTIVE SUMMARY FOR TACO BELL
BREAKFAST AD TEST: MARCH 2014
PROJECT BACKGROUND GutCheck would like to gauge reaction to Taco Bell’s new breakfast menu, in particular its advertisement
surrounding the new offering. In addition to understanding consumer expectations of the breakfast menu,
this research will gauge reactions to the advertisements as well as impact on purchase interest.
OBJECTIVES ü
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Understand consumer expectations for a Taco Bell breakfast menu, including current purchase
interest
Explore initial reactions to the “Ronald McDonald” advertisement, focusing on:
- Likes and dislikes
- Areas of improvement
- Impact on purchase interest
METHODOLOGY & SCOPE Instant Research Community (IRC) with 26 consumers who had purchased breakfast from a QSR in the
past 3 months, and who were non-rejecters of Taco Bell. For more information on respondents see
Appendix A.
SUMMARY OF KEY FINDINGS & IMPLICATIONS Understand consumer expectations of the Taco Bell breakfast menu
Given what they know about the Taco Bell lunch/ dinner menu, most respondents said they expect the
breakfast menu to include Mexican items. The most commonly mentioned items were breakfast
burritos and breakfast tacos, though in a broader sense, people also said they would expect spicy and
savory vs. sweet foods. Concerns stemmed from the menu perhaps not offering enough
“conventional” breakfast options, or the options being low quality or too unhealthy.
Before seeing the advertisement, the majority of respondents expressed some interest in trying the
breakfast menu.
Explore initial reactions to the “Ronald McDonald” advertisement
In general, respondents liked the “Ronald McDonald” ad and felt the use of those real life Ronald
McDonalds was cute or funny. However, A portion of respondents also felt that the ad had a slightly
negative tone, and they expressed a disapproval of this particular method.
Additionally, several respondents expressed disappointment in the food item highlighted (the breakfast
waffle), and many were unhappy that the commercial did not focus more on menu options or the food
items themselves. While interest stayed high, a handful of respondents shifted to lower interest after
seeing the ad, stating that the breakfast waffle did not seem appealing. Respondents requested better
insight into the menu items and more images of the food offered.
GUTCHECK 2014 [email protected] 1 DETAILED FINDINGS This section expands on the Key Findings and includes verbatim responses from respondents. Findings
here are broken out by objective. All verbatims are (sic).
1.
Understand consumer expectations of the Taco Bell breakfast
menu
The majority of respondents had positive expectations of the Taco Bell breakfast menu, most of
which were centered on Mexican-centered options like breakfast burritos or breakfast tacos. Other
commonly mentioned food items were “spicy” options like seasoned potatoes and peppers. Respondents
also often mentioned that they would expect the breakfast options to be convenient, portable (easy to eat
on the go) and affordable or inexpensive. In general, respondents expressed excitement at the new
menu, even when they were not sure how to reconcile Taco Bell tacos with a breakfast menu. That said,
the largest concern was that there would not be enough options that fit with Taco Bell’s Mexican theme,
that the restaurant would not offer “traditional” breakfasts (biscuits or pancakes, for example), or that the
options offered would be too different or “unconventional.”
These reactions were mirrored in polling, when respondents were asked their likelihood of trying the new
menu. Rejection of the Taco Bell breakfast centered skepticism that Taco Bell, known for fast tacos, could
not make a quality breakfast, or offer any healthy options.
Poll choice
I am very likely to try the new Taco Bell breakfast menu
I am somewhat likely to try the new Taco Bell breakfast menu
Neither likely nor unlikely, not really sure
It is somewhat unlikely that I’ll try the new Taco Bell breakfast menu
It is not at all likely that I’ll try the new Taco Bell breakfast menu
Responses
14
8
2
1
1
“I'm not sure what to expect, but I suppose it would be Mexican-themed breakfast food like breakfast
burritos. It could be a good fit for Taco Bell if the foods are appealing and seem normal, but if the foods go
too far into strange ideas, it might be a bad fit.” – Caucasian male, 32, Washington DC
“i would expect that the breakfast would be "taco like" but would hope that they would expand and do
egg,cheese and sausage and bacon biscuits as well. it seems a little odd that we can get breakfast at taco
bell but i think its about time they got into the breakfast routine!” – Caucasian male, 31, Florida
“I expect that there will be some pretty cheap choices, like dollar breakfast burritos and cinnamon tortillas. I
think breakfast will be a good fit for Taco Bell because they will be able to offer inexpensive choices that are
filling.” – Caucasian female, 33, Pennsylvania
“I think it is a great idea for Taco Bell to start a breakfast menu and will be interested to see what all they
have to offer. I just hope that they don't completely change what they are known for and go a completely
different route. Keep it fast Mexican food and not become only breakfast items about eggs, potatoes and
tortillas like everywhere else. “ – Caucasian female, 34, Texas
“It seems like somewhat of a strange fit. The food I normally find at Taco Bell is not what I usually associate
with breakfast. If they're going to do this they will have to offer the usual breakfast staples like egg dishes
and combos with egg, cheese, and breakfast meats. They will also have to do something different to draw
GUTCHECK 2014 [email protected] 2 customers away from the usual breakfast spots. Tacos for breakfast don't really work for me. I imagine
there are breakfast foods unique to Mexican cuisine, so I would expect to see something like this.” –
Caucasian male, 29, Pennsylvania
“I would not purchase breakfast from Taco Bell. To me Taco Bell is fast and cheap mexican food. I would
think the Taco Bell breakfast menu would contain breakfast burritos. I do not think Taco Bell would offer a
variety of options or a healthy breakfast on the go. If I am going to choose a unhealthy breakfast I would
prefer a coffee and muffin.” – Caucasian female, 26, Pennsylvania
2. Explore initial reactions to the “Ronald McDonald” advertisement
In responses to the “Ronald McDonald” advertisements, consumers generally liked the concept of
using different men named Ronald McDonald and felt it was funny, though some were quick to
mention that the waffle taco featured did not sound immediately appealing. Though some
expressed an interest in a waffle taco, many respondents felt this option was not something they would
try, and expressed a desire to see more offerings. The majority of respondents also said the ad failed to
show the food item up-close, which was disappointing to those who wanted to see the actual menu
options more prominently featured.
Polling administered after the ad was seen showed similar trends — while a couple expressed a more
extreme interest in trying the breakfast menu, others were turned off by their first peek at the waffle taco.
Poll choice
I am very likely to try the new Taco Bell breakfast menu
I am somewhat likely to try the new Taco Bell breakfast menu
Neither likely nor unlikely, not really sure
It is somewhat unlikely that I’ll try the new Taco Bell breakfast menu
It is not at all likely that I’ll try the new Taco Bell breakfast menu
Responses
16
4
2
3
1
“my first impression after watching this ad was "jajajajajjaja the mcdonals family is taking taco bell for
breakfast". i liked the way they used those names and i love these type of ads” – Hispanic male, 22, New
York
“I really like the fact that they used people with the name ronald mcdonald i think it is very wity and just that
alone makes me want to try it a little bit more. i also like that some of the guys describe the waffle taco but i
dislike how you don't get to see it.” – Caucasian female, 19, California
“The ad informed me about what ingredients they added into the waffle Taco. At first I was skeptical about
cheese being added, but I know now that the waffle, sausage, bacon, syrup & eggs are a good match” –
African American female, 30, Florida
“Liked - The message was clear that Taco is offering new breakfast package. Disliked - couldn't see enough
of the food. Lacked enough visuals of the product that they were offering.” – Asian male, 31, New York
“Although the choices are new, I feel the brand has moved away from it's traditions of more hispanic cuisine.
Also, the menu choice mentioned did not seem healthy.” – Caucasian female, 23, Illinois
GUTCHECK 2014 [email protected] 3 “I like the play on Ronald McDonald but I do not think I would try the item they are discussing. It does not
sound appealing and does not seem like a food you would see at Taco Bell. “ – Caucasian female, 34,
Texas
“i didn't really like it. first off, did i just miss it or did the commercial barely show what this waffle taco looked
like. before i order something, i need to see it first. and, i don't really see taco bell and waffles. a breakfast
burrito, i would have tried. a waffle taco, i more than likely will not try. and, what did ronald mcdonalds have
to do with taco bell???” – Caucasian female, 32, Missouri
While most respondents saw the use of various Ronald McDonalds as funny, cute or clever, a
portion said they felt this was a negative choice or an attack on McDonalds, which was not
appealing or effective. Given the option to offer suggestions for improvement to the ads, however, the
most common request was a better understanding of the other food options available, and a better picture
of the actual foods (and beverages) that they could expect.
“I think it's clever. Ronald McDonald is a name every one knows, and it's funny to think of him preferring a
different brand's food, even if "he" is really just everyday people. “ – Caucasian male, 32, Washington DC
“I think he use of the people named Ronald McDonald was a smart advertising idea. When you think of
Ronald McDonald you think of McDonald's, so I guess what they're trying to get at is that even McDonalds
fans would like this new breakfast.” – Caucasian female, 33, Pennsylvania
“In the ad Taco Bell should have educated the consumer on all options taco bell will offer for breakfast. So
far I have only heard about a taco waffle that I will not be trying.” – Caucasian female, 26, Pennsylvania
“Taco Bell should have shown some more close ups of the food as that can tempt the taste buds further. it
should have shown some close ups of biting into the food as that is always very enticing.” – Asian female,
25, Virginia
“I think the commercial is cute; however I am not a fan of Taco Bell being negative towards McDonalds. Both
serve fast food dishes for people on the go at an affordable price.” – Caucasian female, 23, Illinois
“They could have shown the product they were offering with lot more focus rather than going for cheap
stunts of The McDonalds” – Asian male, 31, New York
“first, not cut down their competition. that is showing people that taco bell is desperate and i lost respect for
them. second, make the breakfast more desirable. taco bell is mexican food. they should have made an egg
burrito with salsa or something. i don't know what waffles have to do with mexican food.” – Caucasian
female, 32, Missouri
GUTCHECK 2014 [email protected] 4 APPENDIX A: RESPONDENT INFORMATION ü
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A total of 26 respondents were included in this study
All were age 18-35
All reported to have purchased breakfast from a quick service restaurant in the past 3 months
None were classified as Taco Bell rejecters (all would consider purchasing food from Taco Bell)
APPENDIX B: STIMULI USED Taco Bell Ronald McDonald Ad
https://www.youtube.com/watch?v=k7o6AVGgM4g
Dir.: Errol Morris
Agency: Deutsch L.A.
Scope of Analysis
As with all qualitative research, the findings reported here should be considered directional and not serve as a means
of statistical significance.
GUTCHECK 2014 [email protected] 5