Louisville company marketing its brand as a breakfast spot

A subsidiary of Louisville, Kentucky-based Yum Brands Inc. is undergoing a branding effort by redeveloping its menu, USA Today reports. Taco Bell will be adding breakfast items to its list of options at every restaurant by the beginning of 2014, according the company's chief marketing and innovation officer Brian Niccol as quoted by the news outlet.

Currently, the marketing and product development project is being run at 800 restaurants located chiefly in the Western states. Niccol noted that with much of the recent growth in the fast-food industry coming from serving the breakfast crowd, Taco Bell wanted to get its "fair share and then some," the news source says.

He added that the company would be turning to its core demographic of late-night, "18- to-20-something" year olds to spread the word to consumers who would not typically be Taco Bell customers.

"We can get those guys on board, they become the evangelists, and then we can start adding additional hours for people that want breakfast at 6 a.m. or 7 a.m.," Niccol said, according to the source.

Yum Brands is also paying attention to its web development. The company is among several that are testing out a web-based platform from Ulterior Motives International that will help centralize its print and digital marketing components as well as all internal communications.