Laredo Taco Company Adds Flamin' Hot Breakfast Taco at 7-Eleven

For the second consecutive year, 7-Eleven, Inc. and PepsiCo's Cheetos Flamin' Hot brand are co-branding a limited-time menu at Laredo Taco Company — this time pushing into the breakfast daypart with a new huevos taco alongside two additional lunch-and-dinner builds. The three-item lineup went live October 28 at participating Laredo Taco Company restaurants inside 7-Eleven, Speedway, and Stripes stores nationwide and runs through January 5, 2027.

The New Lineup

The anchor item is the Flamin' Hot Huevos Breakfast Taco — sausage, egg, potato, and shredded cheese finished with Flamin' Hot sauce and crushed Cheetos Flamin' Hot. Rounding out the LTO are Flamin' Hot Chicken Tacos (two tacos with diced chicken, roasted green peppers, onions, Flamin' Hot sauce, and crushed Cheetos) and a Flamin' Hot Burrito loaded with ground beef, Spanish rice, queso, shredded cheese, Flamin' Hot sauce, and crushed Cheetos. All three items lean on the same formula the first collaboration established: PepsiCo's Flamin' Hot seasoning and snack crunch integrated directly into back-of-house preparation rather than served as a side condiment.

"After the response to our first Cheetos Flamin' Hot collaboration, bringing the heat back was an easy decision," said William Armstrong, Senior Vice President of Restaurant Operations and Innovation at 7-Eleven. "This year, we're taking our collaboration somewhere new: breakfast."

Foodservice Strategy in Focus

The move is consistent with how 7-Eleven has been building Laredo Taco Company as a differentiator across its Stripes and Speedway banners — particularly in Texas markets where the brand originated. CPG-branded LTOs have become a reliable c-store foodservice traffic driver: they carry built-in consumer awareness, reduce marketing spend, and give operators a reason to promote the prepared-foods program to loyalty members already engaged through 7Rewards and Speedy Rewards, which together claim more than 100 million enrolled members.

The breakfast daypart extension is a logical next step. Morning remains underpenetrated in convenience foodservice relative to QSR — NACS data consistently shows fuel and packaged-beverage purchases dominate the a.m. visit — and operators with made-to-order programs like Laredo Taco Company have headroom to convert forecourt traffic into inside-sales comp growth by anchoring on bold, recognizable flavor profiles. A spicy-breakfast hook tied to a nationally advertised snack brand gives store teams a low-lift promotional story to tell at the point of sale.

The collaboration also reinforces PepsiCo's ongoing strategy of extending the Flamin' Hot platform beyond the snack aisle and into foodservice channels. With 7-Eleven operating or franchising more than 12,000 stores across the U.S. and Canada under its three primary banners, the distribution footprint for a co-branded LTO is substantial — even if Laredo Taco Company restaurants represent only a subset of those locations.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.