Exclusive: Taco Bell is enlisting Pete Davidson to help apologize for its breakfast menu

New York CNN Business —

Taco Bell is apologizing for its breakfast menu.

In recent years, it has been littered with questionable foods, such as the Naked Egg Taco or even the Waffle Taco, that have since been discontinued. Turns out, people just want the basics and the chain is finally accepting that. Now, the company is releasing a new ad campaign that includes with an apology of sorts for its past behavior, along with a promise that it wont go that crazy again.

We honestly over-innovated in breakfast, admitted Sean Tresvant, Taco Bells chief brand officer, in an exclusive interview. When you look at todays consumer and the [fast food] breakfast business, its about familiarity and its about comfort.

Taco Bell has been focusing on those two things. Since it was brought back last year after a brief pandemic-induced pause, its breakfast menu has been filled with unique items without going overboard compared to past creations.

Taco Bell hires Pete Davidson to help apologize.

Taco Bell

Currently, the menu features breakfast-themed takes on its popular afternoon and evening foods, such as breakfast burritos, quesadillas and crunchwraps all stuffed with eggs, cheese and meats.