The newest weapon in the breakfast wars is a biscuit shaped like a taco. Taco Bell is launching a "biscuit taco" this week and ditching its "waffle taco," which got widespread attention last year when it was included in the rollout of the chain's breakfast menu. The swap comes as the chain tries to build on its year-old breakfast business by once again going after the dominant player in the mornings, McDonald's. And how: In a new ad campaign, Taco Bell plans to paint Egg McMuffins as boring, routine food for the brainwashed. In New York and Los Angeles, it's putting up propaganda-like posters for a place called "Routine Republic," with one featuring a demonic clown holding what looks like an Egg McMuffin with the words "Routine Rules."
Whether the biscuit taco has more staying power than the waffle taco remains to be seen. Despite the attention the waffle taco initially generated because of its novelty in the fast-food space, there were early signs it might not last. The chain has also repeatedly said the star of its breakfast menu is the AM Crunchwrap, which is a grilled tortilla stuffed with eggs and a hash brown, along with sausage, bacon, or steak. As for its latest offering, a Taco Bell representative said it's "more than just a biscuit, it's a warm, fluffy, buttery biscuit, folded in the shape of a taco." Starting Thursday, people can get it filled with options like eggs, sausage, cheese, or deep-fried chicken and jalapeno honey sauce. It has between 370 and 470 calories, depending on the fillings. (Read more Taco Bell stories.)