McDonald’s and Taco Bell Rethinking Breakfast

Taco Bell's Waffle Taco

Taco Bell’s Waffle Taco. IMG: veganLazySmurf via Flickr

Taco Bell stated on Monday its new breakfast menu would be available at its restaurants nationwide March 27th. The company said its “distinctive approach” would help it stand out in the crowded breakfast sandwich market.

Options include the Waffle Taco—exactly how it sounds—a breakfast sandwich wrapped inside a waffle with a side of syrup—as well as a bacon, eggs, and hash brown version of its tortilla-based Crunchwrap. The menu also will include breakfast burritos, coffee and orange juice. Sales at Taco Bell grew 3% last year.

Meanwhile, McDonalds has seen sales slump and announced they are considering expanding the hours they offer breakfast. The chain’s U.S. head told the Associated Press in an interview that their late morning end time is too early.

“We know, as an example, that breakfast on the weekend cut off at 10:30 doesn’t go very well,” Jeff Stratton said. The company is “just beginning” to reconsider how to best serve up the meal, he told the AP. But spokeswoman Lisa McComb said the Golden Arches doesn’t currently have any active tests of different breakfast hours.

Meanwhile, Taco Bell says their breakfast will be available until 11 a.m. “We can turn the breakfast conversation into a two-horse race,” Taco Bell President Brian Niccol said in an interview, noting that Taco Bell intends to be a “strong No. 2” after McDonald’s.

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