Step aside McGriddle, your days are numbered just like your chubby consumers – Taco Bell is stepping up and serving it fresh in the morning with a new national breakfast menu.
Originally going in for test runs in roughly 800 outlets in 10 states, Taco Bell is attempting to take a bite out of the breakfast market that McDonalds dominates; breakfast accounts for 20 percent of the company’s overall sales. Beginning on March 27th, Taco Bell will serve breakfast every day until 11 a.m. – McDonald’s shifts into their lunch menu at 10:30 a.m. on weekdays.
“We can turn the breakfast conversation into a two-horse race,” Taco Bell President Brian Niccol said in an interview with AP, adding that Taco Bell aims to be a “strong No. 2” after McDonald’s.
Ever heard of the Waffle Taco? For a mere 89 cents you can get a waffle folded around a sausage patty and scrambled eggs – if you want that meat to shine, you get syrup and cheese on the side. The whole shebang is 460 calories and 30g of fat. Sure, The Los Angeles Times may have described it as “mushy” with the meat having “slight rubbery texture”, but Instagram user @sarah1ch5 branded their hashtag of approval for the funky food: #itsdelicious.
Taco Bell’s breakfast menu will also contain the A.M Crunchwrap (eggs, hash browns, cheese, and bacon or sausage wrapped in a flour tortilla), the Bacon and Egg Burrito (bacon, scrambled eggs, and cheese wrapped in a flour tortilla), the Sausage Flatbread Melt (a sausage patty with cheese wrapped in a flatbread and grilled), and Cinnabon Delights (bite-sized cinnamon buns). Wash those babies down with Mtn. Dew A.M., which is just Mountain Dew mixed with orange juice.
“Breakfast is the fastest growing day part in QSR [quick-service restaurants], and after years of the same old thing, we’re confident our breakfast will wake up customers’ morning routine,” Taco Bell chief marketing officer Chris Brandt said on Monday in a press release.
“Taco Bell will bring them a classic breakfast experience, leading with the Waffle Taco and A.M. Crunchwrap, but also offer a menu of breakfast burritos, tacos and value offerings plus a pipeline of new products to continue waking up breakfast options and connecting with our fans.”
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