Taco Bell Breakfast: Waffle Taco, Breakfast Burrito to Join Menu

Tuesday, 25 Feb 2014 05:49 PM

By Ken Mandel

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Taco Bell is introducing the breakfast waffle taco in hopes of taking a bite out of the early-morning market.

The fast-food chain's new breakfast taco — a waffle wrapped around a sausage patty or bacon with scrambled eggs and cheese and a side of syrup — is set to debut March 27, according to NBC News.

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Taco Bell has also unveiled the A.M. Crunchwrap, a combination of scrambled eggs, hash browns, cheese, and bacon, sausage, or steak in a flour tortilla, as well as the Bacon and Egg Burrito.

Taco Bell said breakfast will be served until 11 a.m., a half hour longer than McDonald's.

"We can turn the breakfast conversation into a two-horse race," Taco Bell President Brian Niccol told The Associated Press.

McDonald's has long been breakfast champion in the fast-food world, thanks to top-selling Egg McMuffins and sausage biscuits, but competition has emerged in recent years as Starbucks, Subway, and Dunkin Donuts have entered the fray.

And now Taco Bell.

Other chains are also cooking up breakfast menu items. According to CNN, Burger King has been testing a Chicken and Waffle Sandwich for possible addition to its breakfast menu.

Also, SFGate reports Starbucks plans to revamp its morning offerings to reflect its $100 million acquisition of La Boulange Bakery in April 2013. One such item included in the March 4 rollout includes a croissant sandwich with ham, cheese, and egg.

The limited-service breakfast business is a $50 billion a year industry, and Taco Bell could earn about $700 million, according to estimates from restaurant consulting firm Technomic, USA Today reported.

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