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Taco Bell and Pete Davidson Would Like to Apologize for Your Breakfast

Out with the Waffle Tacos, in with the "breakfast crunch-things."

If you've ever felt personally wronged by Taco Bell, prepare to feel vindicated. The Mexican fast-food brand wants to say sorry about its breakfast menu, and they're collaborating with Pete Davidson to help spread the word.

The chain apparently realized it was overdoing it in the morning, and plans to focus its breakfast strategy on "comfort and familiarity." Moving forward, Taco Bell promises to "tone things down before 11 A.M." That means less Waffle Tacos and more breakfast "crunch things."

To make it up to all of us, Taco Bell joined up with Davidson for an "apology tour." The actor and comedian appears in a number of new Taco Bell commercials and a few select Taco Bell locations are even set to turn Davidson's Taco Bell breakfast dreams into reality.

"I like to think I might be the muse behind Live Más, which is probably why they brought me on to apologize for their maybe-too-extreme innovations in the mornings," said Pete Davidson, Taco Bell and Apologist, in a press release. "Taco Bell got too caught up with today's hustle and forgot people like to ease into their morning with tasty, simple food. Here to stay are delicious burritos and Crunch-things or Crunchwraps or whatever they're called."

In one new commercial Davidson admits to viewers that Taco Bell probably "went a bit crazy with breakfast." Pete suggests something simpler, like a "breakfast crunch thing," aka a Breakfast Crunchwrap. Another commercial shows the actor dreaming up the best breakfast ever before waking up in a Taco Bell restaurant.

The next phase of the apology tour will see three Taco Bell locations transform into real-life versions of Davidson's dream breakfast experience. Between October 20 and 23, the "Bell Breakfast" experience will be coming to:

  • Las Vegas: 3717 S Las Vegas Blvd Suite 140-A, Las Vegas, NV 89109
  • Chicago: 1107 W Addison St, Chicago, IL 60613
  • New York City: 1501 Broadway New York, NY 10036

"At Taco Bell, we're always looking at shifts in consumer behaviors and identifying ways to optimize our menu to match their cravings. This pivot in our breakfast strategy aligns with consumers' morning mentality by turning up our focus on ease and familiarity," added Sean Tresvant, global chief brand officer.

This major shift in Taco Bell's morning strategy comes a year after the breakfast menu returned to Taco Bell after being discontinued during the pandemic. At the time, Lil Nas X was enlisted to help promote the return.

John Anderer
John Anderer is a writer who specializes in science, health, and lifestyle topics. Read more about John