Taco Bell is stepping their menu up a notch by adding the addition of breakfast to their menu debuting March 27, as part of the first national breakfast menu in the company’s long 52-year run. In a conference call with reporters February 24, president Brian Nicol first announced that breakfast would be an added addition to the Taco Bell menu.
“I think one thing that’s been lacking in breakfast has been innovation, and putting a little twist on the ordinary,” Niccol said. “We’re going to do what we always do: we’re going to innovate. You’re going to see breakthrough products that, frankly, nobody has seen at breakfast in the past 40 years.”
The first innovative product that many may notice on the new Taco Bell breakfast menu is the Waffle Taco, a breakfast sandwich of sausage and eggs wedged into the crevice of a folded waffle, then doused with maple syrup. In addition to the sure to be popular waffle taco is the breakfast version of Taco Bell’s best-selling Crunchwrap and other variations on a breakfast burrito, as well as bite-sized pastries called Cinnabon Delights as well as the breakfast staple coffee sourced in collaboration with the Rainforest Alliance.
Chris Brandt, Taco Bell’s chief marketing officer, has said that the Taco Bell breakfast menu’s pricing will be “very competitive,” though he declined to give any further information away. The breakfast menu will be available from 7 a.m. to 11 a.m. at most Taco Bell locations.
Taco Bell’s announcement comes on the heels of McDonald’s reveal that they are considering offering extended hours for their own breakfast menu. However, Chipotle, Taco Bell’s competitor in fast food Mexican cuisine, has maintained their stance that they have no plans in the future to launch a national breakfast menu, even though they recently started selling coffee at a handful of locations.