Taco Bell sign.
Photograph by Patrick T. Fallon — Bloomberg via Getty Images
By Michal Addady
November 5, 2015

Taco Bell is giving out free breakfast today between 7 and 11 a.m. thanks to Kansas City Royals’ Lorenzo Cain.

The fast food chain announced on October 22 that it had teamed up with Major League Baseball to offer its “Steal a Base, Steal a Breakfast” promotion. The deal was that if any player from either team steals a base during the World Series, participating Taco Bell locations would give out free A.M. Crunchwraps.

Cain activated the promotion when he stole second base in the bottom of the sixth inning during Game 1. No matter which team you were rooting for, it was Taco Bell (YUM) fans who were the real winners.

Taco Bell and the MLB have been in business together since 2004 and offered similar promotions in 2007, 2008, and 2012. Its “Steal a Base, Steal a Taco” promotion transformed into “Steal a Breakfast” after the restaurant began offering morning meals this past year.

As of March, breakfast accounted for just 6% of Taco Bell’s sales. This change in the MLB promotion is likely a way to help popularize the A.M. Crunchwrap, which Brian Niccol, Taco Bell’s chief executive, believes is “going to be the long-term, defining product of [the] breakfast program.”

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