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Taco Bell declared on Monday that it will be expanding its menu to include unique new breakfast items in an effort to compete for early customers with McDonald's. Beginning on March 27, the chain will serve breakfast from 7 a.m. to 11 a.m.
According to Business Wire, the popular fast-food restaurant chain has been testing breakfast options in various locations. The expansion will make Taco Bell’s menu the largest it has been since the franchise’s grand opening. The new options feature traditional breakfast ingredients alongside Taco Bell favorites, made portable for the on-the-go lifestyle.
USA Today reports that the new items will include a Waffle Taco, an A.M. Crunchwrap and Cinnabon Delights. Taco Bell President Brian Nichol has confidence that the new additions will be successful on the breakfast market.
“We’re going to reinvent breakfast,” says Nichol to the press. “It’s a transformational moment for the brand. It will expand our connection with consumers.”
Technomic president Ron Paul does not share Nichol’s confidence, telling USA Today that “no one has been able to compete with McDonald’s for breakfast.”