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Taco Bell is looking to insert themselves into the breakfast market by launching a national breakfast menu that will debut on March 27. The breakfast menu will go national featuring specialty items including the waffle taco, breakfast burritos and the A.M. crunchwrap. The main idea behind this is to compete with the other restaurants that feature limited breakfast hours.
The Los Angeles Times reports that over 5500 Taco Bell restaurants will be launching this new menu and the hours for breakfast will be 7 a.m. to 11 a.m. Taco Bell’s chief marketing officer Chris Brandt comments on the idea about how fast the breakfast market has been growing over the years and how they want Taco Bell to be apart of the breakfast scene and compete with McDonald's and Chick-fil-a.
The main idea behind the launch of the new breakfast menu is to be a solid competitor with the major breakfast chains as well as increase revenue and help to add more restaurants. Taco Bell has been testing their new menu in over 6,000 U.S. locations over the past several months and are paying attention to every last detail, which includes training new staff and purchasing new equipment.
ABC News mentions one way Taco Bell could separate themselves from McDonald's, the number one fast-food leader for many years now, could be the extra 30 minutes they provide for breakfast. McDonald's stops serving breakfast at 10:30 a.m., while Taco Bell is going to stop serving breakfast at 11 a.m. They are looking to examine and make sure everything is ready to go when the new menu launches.
The breakfast menu will feature simple, easy to eat and on-the-go items including the waffle taco and the breakfast burrito, which will be convenient on the way to work or school. One of the main demographics they are trying to focus on are the people in their 20s and 30s. The Doritos Locos Tacos have been considered to be the most successful product launch in the history of Taco Bell and the new breakfast menu will be looking to be even more successful than that.