What McMuffin? Taco Bell Makes Run for Breakfast

Chain plans to go head-to-head with McD's
By Rob Quinn,  Newser Staff
Posted Feb 25, 2014 2:35 AM CST
Taco Bell's new Johnsonville sausage and egg wrap, one of the items the fast-food chain will be offering on its new breakfast menu.   (AP Photo/Taco Bell Corp.)
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(Newser) – Taco Bell plans to go head-to-head—and burrito-to-burrito—with McDonald's in an effort to grab a big slice of the fast-food breakfast market. The chain plans to launch its breakfast menu at its almost 6,000 locations nationwide late next month, featuring items like the Waffle Taco, a breakfast sandwich wrapped in a waffle with a side of syrup. "We can turn the breakfast conversation into a two-horse race," Taco Bell's president tells the AP, saying the chain aims to be a "strong No. 2" after the home of the Egg McMuffin.

Taco Bell, which says it is carrying out its "most extensive training ever" ahead of the launch, plans to serve breakfast from 7am or earlier until 11am. McDonald's, meanwhile, stops serving breakfast at 10:30am and there are no immediate plans to extend serving times, the Los Angeles Times reports. "We are always exploring new ways to serve our customers, but there are no tests currently in place for extended breakfast hours," a spokeswoman says. The only McDonald's menu item that will be in direct competition with Taco Bell's new menu is a sausage and egg burrito. (Read more Taco Bell stories.)

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