Taco Bell: 2014 Taco Bell breakfast launch (Ronald McDonald launch)

This case study describes how US Quick Service Restaurant (QSR) Taco Bell challenged its biggest rival McDonald's head on to compete in the breakfast market.

Taco Bell: 2014 Taco Bell breakfast launch (Ronald McDonald launch)

Deutsch LA

What were the objectives for the creative work?

Commercial

  • U.S. same-store sales: Increase of 3% to outpace the QSR category average, as driven by breakfast sales.

Marketing

  • Trial: Increase daypart mix (trying breakfast) from 0% to 5% based on company projections and in comparison to McDonald's, whose daypart mix is at 25%.

Communications:

  • Conversation: Increase percentage of current total conversation of online chatter within the breakfast category, from less than 1% (0.6) to 10%, and turn sentiment from negative to positive.
  • Awareness: We felt we could double total...

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