Taco Bell is Going on an Apology Tour with Pete Davidson

Actor and comedian Pete Davison is the new face of an “apology tour” from Taco Bell. 

In a press release, Taco Bell acknowledges that it “might have taken innovation to unwelcomed heights with some of its past breakfast creations,” such as its Naked Egg Taco and Waffle Taco. 

“Perfectly in line with its brand DNA, the taco connoisseur delivered revolutionary menu innovations to the morning masses by doing the absolute most. But in retrospect, when it came to living más just after getting out of bed, some of these breakfast offerings went, well… a little too far on the Live Más scale,” the brand wrote. 

To apologize for going too far with breakfast innovation, the brand is partnering with Davidson to pledge to tone things down before 11 a.m. Taco Bell will now focus on more familiar breakfast foods with its Breakfast Crunchwrap. 

The apology tour will come in multiple marketing phases, including a 30-second ad spot called “The Apology,” in which Davidson admits Taco Bell “went a bit crazy with breakfast.” It will also include a series of “Bell Breakfast” popups across Las Vegas, Chicago and New York City from October 20–October 23. The pop-up restaurants will serve Taco Bell breakfast all day. 

"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," said Sean Tresvant, global chief brand officer. "This campaign and our partnership with Pete Davidson truly demonstrate our authentic approach to breakfast.” 

Read the full press release here.