Taco Bell will begin serving its breakfast menu on Thursday, including the signature Waffle Taco, a taco-shaped waffle filled with eggs, cheese, bacon, or sausage, and a side of syrup.
Other breakfast menu items include the A.M. Crunchwrap, Cinnabon Delights, Sausage Flatbread Melt, Breakfast Burrito, and A.M. Grilled Taco.
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Taco Bell has been promoting its new menu by giving away 1,000 prepaid “Breakfast Phones” that customers can use to compete for prizes, including Taco Bell Crunchwrap bed sheets, according to The Huffington Post
A Kansas City Star review described the Waffle Taco as “a full breakfast in one hand”
and said the Cinnabon Delights “are cream-filled, cinnamon-sugar-coated clouds of fried dough that pretty much melt in your mouth.”
Taco Bell began testing the Waffle Taco at select locations last year.
Taco Bell President Brian Niccol told The Associated Press last month that Taco Bell’s breakfast menu
intends to rival McDonald's.
"We can turn the breakfast conversation into a two-horse race," he said.
The company risks weakening its brand identity by expanding into breakfast, according to Daily Finance
. But Taco Bell’s 2007 "Fourthmeal" campaign helped expand its reach, positioning the chain as a place for late-night or early-morning meals.
Taco Bell’s breakfast menu will be served until 11 a.m.
Reactions on Twitter were mixed.
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