Taco Bell, king of the “late night munchies” and awesome and confounding creations such as the Nacho Cheese Doritos Locos Taco and the infamous Chalupa will now be serving breakfast. I know, exciting, right? Stepping into Mickey D territory, the new breakfast menu will debut nationwide on March 27. And the star attraction of this eagerly anticipated menu? The soon-to-be-famous Waffle Taco. Just what is a Waffle Taco, you ask? It’s exactly as it sounds. One waffle folded into a taco shape and filled with scrambled eggs and a sausage patty or bacon, cheese and drizzled with syrup (of course.) Other menu items will include the A.M. Crunchwrap (eggs, hash browns, cheese, and bacon or sausage wrapped in a flour tortilla) and Cinnabon Delights (bite-sized cinnamon buns.) And you can be sure to expect breakfast burritos and quesadillas as well.
In an attempt to stand apart from current fast-food breakfast champ McDonald’s, Taco Bell’s breakfast will be served until 11 a.m., a full half hour longer than the Golden Arches. According to Taco Bell president Brian Niccol, “We can turn the breakfast conversation into a two-horse race,” further stating that he expects Taco Bell to be a “strong No. 2” after McDonald’s in the fast-food breakfast race. And how does McDonald’s feel about this new competition? Their US brand and strategy officer, Kevin Newell doesn’t seem overly concerned. “I think they’re going to find that going into the breakfast business is not like what they’re accustomed to, in terms of marketing…” I guess only time will tell.
In the meantime, as the press release announcing the news exclaims, “Hey America. Wake Up. Live Mas.”