As QSRs and convenience stores up the ante in the battle for breakfast customers, Taco Bell is not to be left behind. Taco Bell is launching a national breakfast menu on March 27, and plans to offer the daypart until 11a.m.—a half hour longer than McDonald’s offers its Egg McMuffins, the NY Daily News reported.
Items on the Taco Bell menu are aiming for the young male demographic that makes up the bulk of the fast food restaurant’s customers.
“We can turn the breakfast conversation into a two horse race,” Taco Bell president Brian Niccol told the NY Daily News, noting that Taco Bell intends to be a “strong No. 2” after McDonald’s.
Last year, an executive with Taco Bell’s parent company Yum Brands said that breakfast accounted for about 4% of sales in locations where it was tested, but that was before the chain put the weight of its marketing power behind the menu. .
Taco Bell is bringing in new equipment to its nearly 6,000 U.S. locations to start serving coffee for the first time. The chain plans to begin with drip coffee before expanding to lattes.
The items on Taco Bell’s breakfast menu include:
• A.M. Crunchwrap — scrambled eggs, a hash brown, cheese and bacon, sausage or steak in a flour tortilla.
• Waffle Taco — a waffle wrapped around a sausage patty or bacon, with scrambled eggs and cheese, served with a side of syrup.
• Bacon and Egg Burrito — Bacon, scrambled eggs and cheese wrapped in a flour tortilla