4

Breakfast Tacos: Taste What You're Missing, America

^
Keep Dallas Observer Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Dallas and help keep the future of Dallas Observer free.

Restaurant owners are growing increasingly excited about the prospects for breakfast pizza, but breakfast tacos don't show any signs of making significant inroads nationally.

Breakfast pizza is typically a tomato sauce-less concoction of eggs, cheese and meat -- sort of like a breakfast taco unrolled and flattened. According to a new report in Nation's Restaurant News, breakfast pizza didn't show up on any menus analyzed in 2009 by Technomic, a food industry research firm. In 2010, the survey turned up a dozen breakfast pizzas at independent and chain restaurants. Analysts consider that figure indicative of a national trend.

And pizza isn't the only breakfast item to shimmy its way into the spotlight: Scrambled eggs, egg and cheese sandwiches and oatmeal were all listed on at least 30 percent more menus in 2010 than 2009.

"Breakfast has been a bright spot lately in the restaurant business -- often a source of growth when other dayparts have shrunk," Nation's Restaurant News concludes.

But breakfast tacos didn't crack the list of the 10 fastest-growing morning foods, an oversight that mystifies Maple & Motor's Jack Perkins.

"We've done well with them," Perkins says. "I don't know why tacos wouldn't go everywhere."

Perkins added breakfast tacos to his menu for the same reason most restaurant owners are suddenly keen on breakfast: "We were already spending time there prepping, so we wanted to do something that would make money," he says.

Perkins hasn't advertised his breakfast tacos, which are served on tortillas made in-house. "We don't want to get slammed," he explains. "If I put out a sign that says breakfast, we'd get pounded." Word's gotten around anyhow, and a number of nearby businesses order hundreds of tacos a week for their workers.

Perkins wonders if breakfast tacos might be more popular beyond Texas if eaters could settle on a single name for the wrap. He's heard customers refer to his sandwiches as burritos and taquitos, which is what Whataburger calls its soft flour tortillas filled with scrambled eggs and bacon, sausage or potatoes. When Taco Bell last year debuted a trial breakfast menu in Tucson, it referred to its egg and potato breakfast tacos as roll-ups.

Whatever the name, Maple & Motor's breakfast tacos have been brisk sellers. But Perkins is most excited about a newer breakfast item that's likely years away from being noticed by Technomic.

"We wrap sausage and egg or sausage and bacon in an American-style pancake and serve it with a side of syrup," he says. "It's really, really good. I think it could be a game changer."

Keep the Dallas Observer Free... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Dallas with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.

 

Join the Observer community and help support independent local journalism in Dallas.

 

Join the Observer community and help support independent local journalism in Dallas.