Whataburger Launches Lto 99-cent Taquito Promo

Tuesday, December 22, 2009

Whataburger is bringing back its 99-cent breakfast taquito promotion for a limited time, now through Jan. 18.

The breakfast staple - and late-night favorite - is one of Whataburger's most popular items, selling about 34 million taquitos in 2009. Regularly priced at $1.89 to $1.99, Whataburger's version of the traditional Mexican food is a flour tortilla filled with freshly scrambled eggs and a choice of bacon, sausage or potato. Customers can customize their taquitos with cheese, grilled jalapenos, onions or picante sauce.

The taquito is available only on Whataburger's breakfast menu, served from 11 p.m. to 11 a.m. daily.

"Our taquitos have consistently been one of our most popular items and have a very loyal following," said Rich Scheffler, group director of marketing for Whataburger Restaurants LP. "Our customers look forward to the return of 99 cent taquitos all year." Whataburger has served breakfast at all of its restaurants since 1979 and added taquitos to the menu in the early 1980s. They gained popularity in 1982 when Whataburger began operating all of its restaurants 24 hours a day, seven days a week and offering breakfast overnight. Since then, taquitos have gained a loyal following amongst late-night snackers, nightshift workers, emergency responders and students, among others.

Although the 99-cent special is a common New Year's promotion for the chain, it comes at a particularly opportune time this year with quick-serves fighting to attract consumers especially to the breakfast daypart, which has suffered as unemployment rates have climbed. McDonald's will launch its national breakfast Dollar Menu in January, and Dunkin' Donuts is testing a value menu in the Chicago market.

Employee toy drive In unrelated news, Whataburger has announced the results of its company-wide Christmas toy drive. The burger chain's employees donated more than 3,000 toys to fire-rescue departments in seven cities. The toy drives coincided with 'Whataburger Serves,' a new long-term initiative designed to share the Whataburger spirit of selfless service with customers, employees and the community.

The toy drives were held in Corpus Christi, Dallas, El Paso, Houston, San Antonio and Waxahachie, Texas, and in Pensacola, Fla., and were collected both at the local restaurants and corporate offices. The toys were then donated to local fire-rescue departments in the cities and were distributed to area children.

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