If you can’t get enough Taco Bell, soon you will be able to eat breakfast at the popular Tex-Mex fast food chain.
Taco Bell will roll out its national breakfast menu, complete with their new Waffle Taco, on March 27, 2014. The new menu will be available until 11 a.m., seven days a week.
Not only is breakfast a first for Taco Bell, coffee will also appear on the menu for the first time. Expect drip coffee first and speciality coffees, including lattes, at a later date.
Taco Bell president Brian Niccol announced the launch of the Taco Bell breakfast menu this week and stated that the chain intends to be a “strong number two” after McDonald’s in the fast food breakfast rankings.
What’s on the Taco Bell breakfast menu?
- Waffle Taco: A waffle wrapped around a sausage patty or bacon, with scrambled eggs and cheese, served with a side of syrup.
- A.M. Crunchwrap: Scrambled eggs, a hash brown, cheese and bacon, sausage or steak in a flour tortilla.
- Bacon and Egg Burrito: Bacon, scrambled eggs and cheese wrapped in a flour tortilla.
How does McDonald’s feel about Taco Bell jumping aboard the fast food breakfast scene? Apparently, the company is not worried about the competition.
The NY Daily News reports that Kevin Newell, U.S. brand and strategy officer for McDonald's, stated in an interview that Taco Bell is going into a whole new world when it comes to marketing their menu items.
"I think they're going to find that going into the breakfast business is not like what they're accustomed to, in terms of marketing.”
McDonalds currently has 14,000 U.S. locations, making it much easier for fast food addicts to find a location to pick up a drive-thru breakfast. Taco Bell has less than half of that number, with 6,000 locations in the U.S.
Putting breakfast on the menu at Taco Bell is going to take a lot more than scrambling some eggs and putting them in waffle tacos. The fast food chain is bringing in new equipment, retraining their existing staff and hiring more staff to cover the new breakfast hours that start at the end of March.