Breakfast soda? Taco Bell says yes
The chain is adding a concoction of Mountain Dew and orange juice to its morning menu.
The fast-food chain has been testing the drink -- nicknamed the "Dewdriver" -- for months as part of its FirstMeal breakfast offering. Apparently, people are just fine with getting their soda on in the early hours, because Taco Bell has given the drink a permanent place on the breakfast menu.
Breakfast at Taco Bell is still in a trial of sorts, available at 800 restaurants in 14 states, The Associated Press reports. Yum Brands (YUM), which owns Taco Bell as well as KFC and Pizza Hut restaurants, may take breakfast national by 2014 if the trial works.
Expanding a breakfast menu has been a top priority for fast-food chains trying to cut into McDonald's (MCD) McMuffin-powered morning dominance. It's not as easy as it sounds. Wendy's (WEN) is having a tough time establishing itself as a breakfast destination, testing out menu items for a full six years -- without the best results.
"We've made significant progress operationally, yet our breakfast economic model is not producing the results we need across a full spectrum of restaurants," Wendy's CEO Emil Brolick told analysts earlier this month.
The morning meal is a very strong performing part of the fast-food business, Brolick added. "We want our share of this business, but we want it to be a profitable share for our system."
How can Taco Bell succeed in the morning where Wendy's hasn't? Through strong advertising and gimmicks that stick -- gimmicks like the "Dewdriver." The drink, by the way, is not for the calorie conscious. A 12-ounce can of Mountain Dew contains 47 grams of sugar -- about 11 teaspoons of added sugar, KFSN reports. An 8-ounce serving of Tropicana Orange juice contains 22 grams of natural sugars.
What do you think about Taco Bell's breakfast soda? Disgusting or a morning triumph?
The following video has more on the chain's breakfast ambitions:
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I started mixing 50/50 pineapple juice and Mountain Dew back in 1980. Who knew that I was such a forward-thinking trendsetter (besides me, of course)?
I've been mixing OJ and Mountain Dew for years. Sometimes Monster enery drink Khaos and OJ. Bring on the sugary goodness Taco Bell
Used to be addicted to Baja Blast: MDew & pineapple.
Now, I drink a few ounces of the top of Dasani bottle and replace with BBlast. Get tinge of flavor, keeps water from getting boring, and its healthier!
I think it sounds disgusting! A much more healthy alternative would be to mix juice with soda water. You still get a bubbly drink but a lot less sugar and artificial flavorings, etc.
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