Brian Niccol

March 27, 2014

I am Brian Niccol, President of Taco Bell. Today is the biggest launch in Taco Bell history as we bring breakfast to America. AMA!

As President, I have the absolute best job because I get to connect with Taco Bell's customers and restaurant team members every day. Live Más.


Edit: Guys, I have to go over to Huffington Post Live now. I love the passion and the questions were fun. I will try to answer a few more later. See you at the Bell! Thank you!

Hey Brian! Mod of /r/trees here. Our users love your food. We were hoping you might be interested in supporting reddit by advertising on our sub.

(just a reminder 4/20 is coming up)

Thanks for the gold guys!

I'm glad you love our food. What's 4/20?

Can you tell me why most fast food chains serve ONLY breakfast until a certain hour, and will you be avoiding this ridiculous policy? Sometimes I just want a damn big mac at 7am, I don't see why this should be impossible.

We would love to serve Breakfast all day, but in order to make the food great and get you in and out quickly we need to serve from 7am until 11am. Just so you know, you can get anything you love on the Taco Bell menu beginning at 9am or 10am depending where you live.

I was in a test Market for your breakfast 4 or 5 years ago and you had an Item that had Guacamole and potatoes in it. Do you think more items like this will be coming? Thanks for breakfast this morning, was awesome!

Edit: Thanks for the Gold. Edit2: /u/lolzergrush Thanks for calling me out.

We agree the food is awesome. Not sure everyone in America is ready for guacamole at breakfast.

Is it fair to say that the average Taco Bell visitor is a 18-34 year old man?

None of our customers are average. We have a lot of young males and females that come to Taco Bell. Its more about living mas.

Hey, really nice that you're taking the time to do this!

I always think of Mexican food as a great genre for breakfast- take Huevos Rancheros, for instance, or Chilaquiles. Sadly, Taco Bell breakfast looks very similar to McDonald's- a waffle wrapped around sausage? Another sausage egg burrito? A Crunchwrap with what looks like the contents of a... sausage egg burrito? Why bother to go to Taco Bell for breakfast for any reason other than it happens to be closer than another fast food place?

We are just getting started with the breakfast menu. Have you had a Cinnabon Delight or AM Crunchwrap yet? It may change your mind.

How does Taco Bell seek to keep menu items consistent between locations? Sometimes, burritos and tacos are great, but at other locations, they really suffer. I still love it 90% of the time, but the consistency makes me wonder sometimes.

Sorry about that. We are trying to have orders be correct 100% of the time and when there are mistakes, we want to correct as quickly as possible.

what's the worst thing about being the president of Taco Bell?

It is the greatest job ever. Only thing better would be the CEO...

Taco Bell always has dope ass commercials.

Thanks. I will pass that along to a lot of great people.

Do you plan to expand the breakfast menu at all, in the future?

People love the Taco Bell Breakfast menu and there is definitely more to come. In fact, there are a few new breakfast items in test right now.

Brian! Thanks for the AMA! I am a 3-time-per-week Taco Bell consumer, and I wanted to know when the next sauce caption contest is coming. I got some winners...

Private message Taco Bell on Reddit because we do have some new sauce packets coming. Would love your opinion.

What's really in your "meat"?

This is going to surprise you... our beef is beef with wonderful seasonings and I eat it every day.

Were there obstacles when you were creating the breakfast menu?

We had to have a menu that consumers would love, would be a terrific value, and our Team Members could execute flawlessly every time.

Hi there Mr Niccol. I have a question and a link that you might find interesting.

Question: Does Taco Bell support the current push for legalization of marijuana? I figured it might be something you guys would have a vested interest in :)

Link: Taco Bell's breakfast menu is being discussed on Reddit's front page right now. The man who posted the photos was not impressed with the quality of food.

Thanks for doing the AMA. It's great to see business people share their knowledge online.

Edit 1: I suspected he might dodge the question ;) Edit 2: Muchos Gracias for the gold, anonymous benefactor. May your Taco Bell Burritos always be hot, and your ass not! :)

We make tacos, not laws.

Is there some type of dream food you would want to add to the menu, but haven't had a chance to yet?

Thank you for doing the AMA, it's always interesting to see what an executive thinks.

Edit: terminology


Hi Brian. No question. Just a simple thank for a lifetime of great good that has helped to create an even better fanbase. (;

Thank you!

Hey Brian! What will taco bell be bringing to breakfast that caters to non-meat eaters?

You can customize anything on our menu, including breakfast, because everything is made to order. My favorite option is the Waffle Taco without sausage.

If you could have fast food from any of your competitors who would it be and why?

It would be the Pizza Hut Cheesy Bites. You have to try them.

Only to America? When is this coming to Canada?

When you take Justin Bieber back.

Please recognize the Hadley, MA Taco Bell for its great employees and food. My buddy and I had breakfast there today and it was the best Bell experience I've ever had.

Thank you for sharing, that is terrific. I will pass that along!

What do you think of this?

That is a poorly made Waffle Taco and should not happen. I’m sorry. Private message me and we will make it right.

I'm a huge fan of Taco Bell, and I just have to note the exceptional service at two near me. Is that a store manager thing, or a precedent set by the people up top? Because the service there transcends general fast food and really is why I became such a big TBell fan to begin with.

That is what Live Mas is all about.

Let Pepsi release Baja Blast into the wild. It's for the good of mankind.

Stay tuned!

How did you come up with the brilliant idea of Breakfast phones? and how were the users chosen?

We wanted to have a direct line to our consumers. What better way than giving them a phone?

No question, just a heartfelt request. Please bring back the Bellbeefer!

I'm terribly sorry. That is not happening anytime soon.

how did you get your position?

I found something that I really love and I wasn't afraid to fail.

How does one get invited to these Taco Bell parties or get friendsgiving for example (I believe that was the name of it)?

Keep tweeting!

What's your favorite kind of soup?

Tortilla soup, of course.

Oh, and I_smell_awesome too.

Does anybody actually win the iPad if they take the survey on the back of the receipt?

Yes you can. You can find the list of the winners on our website.

How much have your sales increased in Colorado since the legalization of marijuana?

420% (But seriously what is 4/20?)

How do you live mas?

I never lay up in golf and I love to travel to places I've never been. And of course, going to Taco Bell!

This interview was transcribed from an "ask me anything" question and answer session with Brian Niccol conducted on Reddit on 2014-03-27. The Reddit AMA can be found here.