Taco Bell’s announcement comes after McDonald’s revealed it was considering extending their breakfast hours. McDonald’s, the leading fast food chain whose budget-friendly breakfast menu remains the most popular, took a minimal hit with chains such as Subway and Starbucks offering breakfast sandwiches.
On March 27, Taco Bells will roll out a breakfast menu which includes the Waffle Taco, a folded, golden waffle with egg, cheese, and your choice of bacon or sausage topped with maple syrup. The A.M. Crunchwrap, geared towards the young male audience, includes hash browns, eggs, and cheese with sausage or bacon in a flour tortilla. The chain will offer coffee for the first time ever in its 52-year history with pastry dessert Cinnamon Delights.
With new food items debuting, Taco Bell faces new challenges. Kevin Newell, brand and strategy officer for McDonald’s was unfazed with the news of the Mexican breakfast venture. Hiring new workers for morning shifts, training existing workers, and new equipment are only a few challenges the chain may not be prepared for.
Chris Brandt, Taco Bell’s chief marketing officer says the prices will be “very competitive.” The breakfast menu will be served until 11 a.m., a half hour longer than McDonald’s.