What Taco Bell & Pete Davidson’s Breakfast Commercial Means for the Industry.
The controversial Taco Bell ad, featuring Pete Davidson, has the internet buzzing. It should have the restaurant industry buzzing, as there is a monumental shift happening. Has breakfast really taken the main stage? Are you prepared for this latest and greatest trend to knock at your restaurant’s door?
So, have you seen the Taco Bell breakfast commercial!? Pete Davidson and the apology had my mind buzzing today. Look, they’re right, no one wants a 1900 calorie quick breakfast; you’d be napping by 10. In my opinion they took a successful and vulnerable approach to their marketing, one that was earlier perfected by Dominoes. This is all beside the main point of this blog….
If you haven’t seen the commercial, here is the link: Taco Bell | Pete Davidson
Now, there’s a lot of backlash online about Pete Davidison. Let’s be clear, I’m not here to discuss any of that, this blog is all about the speeding train that is the breakfast trend. Now that that’s out of the way….
Has breakfast really taken the main stage? Tell the last time you remember a celebrity tied to breakfast. I live and breathe the restaurant industry and I can’t recall one. My mind only goes back to the 80/90’s Folger’s commercial, and now I’m singing it. Nonetheless, if you haven’t read through the incredibly wavy lines I’ve been trying to paint, let me spell it out for you.
If Yum! Brands is investing in a celebrity endorsed apology message, opening their doors and being vulnerable with their consumer, there’s a powerful movement brewing. Smell. That. Coffee. My. Friend. *wink wink. Breakfast is taking main stage.
Once fast causal/fast food restaurants adopt a trend or change, it usually means it is ubiquitous in the industry. In other words, it stood the test of time, consumers are fully aware and have adopted into their weekly routines. You need to be on this train if you feasibly can make it happen. Spoiler alter: You can!!! I’m going explain a labor model that allows you to take the breakfast plunge.
A lot of restaurant companies that I have spoken with in the past simply cannot find a justification to add breakfast to their offerings. Most of the hesitation revolves around the thought of additional labor. I’m here to tell you, it doesn’t have to require additional labor. In fact, you could amplify your lunch sales by adding on breakfast! Let me break this down for you.
Your line cooks come in at “X” AM in the morning to prep for the day. Assuming you run 2-3 prep cooks for set up and prep, your anywhere from 9-12 hours spent prior to opening the doors. Think outside of the box for a moment. What would it take to add a super simple delivery only breakfast concept on? Call it 45 minutes to an hour. Bring one of your cooks in earlier, probably 1-2 hours depending on your breakfast orders. That cook will still prep and set up the line, but with the additional time, they can prepare breakfast, typically hot held, and serve within seconds.
I know what you’re saying, “that’s 1-2 hours extra, you said no extra labor!!” Don’t sneak ahead! With the first cook coming in early for set up, that alleviates the strain of the other prep cooks. Thus, their schedule should be pushed back an hour. This also helps with end of the day transition. Think of this new schedule as a revolving door, first in – first out. Your cooks are not burnt out by 1 pm, thus the amplification of lunch.
The other piece I wanted to speak to is a virtual breakfast brand vs. brick-and-mortar brand. You essentially assume zero risk by standing up a virtual breakfast brand. If you follow the labor model above, the only financial impact will be the cost of the food and a few contractual pieces with delivery service providers. If your brand becomes an instant success, adding additional labor for support has now been mitigated through increased revenue.
As I mentioned earlier in this blog, this is a potential powerhouse move for your brand. Consumers are still in the adoption phase of “what’s my favorite quick breakfast option?”, but that won’t last forever. Get. On. This. Train.
We are here to help and would love to support this business growth for you. We are experts in virtual brands, breakfast innovation, delivery success, delivery service providers, etc. We’ve built this out many times and are ready when you are. Let’s chat about it over a free consultation and see what the future holds for you and breakfast. Cheers!
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