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Press release from Business Wire

Taco Bell® Launches ‘FirstMeal™' in 10 Western States; Teams with Some of America's Favorite Breakfast Brands

<p class='bwalignc'> <i><b>Co-Branding Partners Include Johnsonville®, Cinnabon®, Tropicana and Seattle's Best Coffee</b></i> </p>

Thursday, January 26, 2012

Taco Bell® Launches ‘FirstMeal™' in 10 Western States; Teams with Some of America's Favorite Breakfast Brands08:07 EST Thursday, January 26, 2012 IRVINE, Calif. (Business Wire) -- Taco Bell® today introduced FirstMeal™, a new breakfast menu that combines great Taco Bell value with classic breakfast tastes. Starting today, eleven unique menu items will be offered in 10 Western states, including California, Arizona and Colorado. Featuring some of America's favorite breakfast brands such as Johnsonville®, Cinnabon®, Tropicana and Seattle's Best Coffee, individual items will range from 99 cents (sausage or bacon and egg burrito) to $2.79 (Grande Skillet Burrito), with participating restaurants opening their doors and drive-thrus one hour earlier. For most locations, that means 8 or 9 a.m., with breakfast ending at 11 a.m. local time. “We're excited to bring value and taste to nearly 750 stores and to fans who are familiar with Mexican-inspired breakfast, while seeking the value and taste that only our FirstMeal menu can give them,” said Brian Niccol, Chief Marketing and Innovation Officer, Taco Bell Corp. “We've partnered with leading breakfast brands that consumers know, love and trust, including Johnsonville Sausage, which has teamed with us to create our signature product, a Sausage and Egg Wrap: a soft flour tortilla filled with savory sausage, fluffy eggs surrounded by melted cheese – all wrapped up and grilled. For those looking for more than a muffin, we feel they've met their morning match.” Niccol expanded on the number of stores and times, noting that more Taco Bell locations in the eastern part of the U.S will start carrying FirstMeal in 2013 – and, starting at the end of 2012, the company will start sampling FirstMeal items alongside Fourthmeal offerings during late-night hours. “This is a very important launch for our brand. While we're beginning in the west, where people grew up with breakfast burritos, we plan to reach a national audience in the future, becoming a part of their morning routine, and truly opening people's minds and taste buds as they begin to open their eyes and take on the day.” The full FirstMeal™ menu, in order of price: Sausage or Bacon and Egg Burrito, Hash Browns, Seattle's Best Coffee® ($1.49 cents); Cinnabon Delights™ ($1.49), Tropicana Orange Juice ($1.49), Johnsonville® Sausage and Egg Wrap ($1.79), Seattle's Best Coffee® Premium Vanilla or Mocha Iced Coffee ($1.99), Steak and Egg Burrito ($1.99), Grande Skillet Burrito ($2.79). Three combos will be offered, all for $3.99, which includes a drink and hash brown. Prices and items may vary at participating locations. Taco Bell has tested FirstMeal in more than 150 stores in four markets: Bakersfield, Calif., Oklahoma City, Tucson, Ariz. and Dayton, Ohio. All participating restaurants will be equipped with full point-of-purchase (POP) advertising, including flutter flags, drive-thru picket signs, window clings and crew buttons. Radio remotes and free giveaways will be included in Taco Bell's initial marketing mix for FirstMeal. About Taco Bell Corp. Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, XXL Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S. Taco Bell Corp.Deb Bell, 949-863-3915deb.bell@tacobell.comorTaylorJenna Rathke, 212-714-5713jrathke@taylorstrategy.com