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TACO BELL BREAKFAST MENU
POSTED BY EIZ ON THURSDAY, 19 JANUARY, 2012, 7:14 AM
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By BRUCE SCHREINER 01/26/12 03:55 PM ET The Mexican-style fast-food chain that's best
remembered for a 1990s ad in which a Chihuahua proclaimed "I want Taco Bell" in Spanish,
introduced a breakfast menu Thursday at nearly 800 restaurants in 14 states.
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TACO BELL BREAKFAST MENU
POSTED BY EIZ ON THURSDAY, 19 JANUARY, 2012, 7:14 AM
The Mexican-style fast-food chain that's
best remembered for a 1990s ad in which
a Chihuahua proclaimed "I want Taco
Bell" in Spanish, introduced a breakfast
menu Thursday at nearly 800 restaurants
in 14 states.
If the launch goes well, Taco Bell plans to
begin selling breakfast burritos and hash
browns along with its tacos and gorditas
in its 5,600 locations nationwide by 2014.
Taco Bell is entering the mad scramble by
fast-food heavyweights to compete for the morning on-the-go crowd. Breakfast has become the
most important meal of the day for restaurants, accounting for virtually all of the industry's growth in
the past five years.
"Right now we're not getting our fair share of that," said Brian Niccol, Taco Bell's chief marketing
and innovation officer. "We want to get our fair share and then some."
Breakfast's new popularity has a lot to do with the economy. When people are out of work, they
don't dine out much. Lunch sales, in particular, fall because people aren't grabbing a bite to eat
during the workday. And at a time when Americans are cutting back on discretionary spending, it's
cheaper to buy breakfast at a restaurant than to pay for dinner out.
Fast-food restaurants are clamoring to take advantage of the growing demand. Subway started
offering breakfast in 2010. Wendy's is starting to get into the breakfast game, too. And Burger King,
Starbucks and McDonald's in recent years have been expanding their offerings of everything from
breakfast sandwiches to oatmeal and smoothies.
For its part, Taco Bell is teaming with such popular brands as Johnsonville, Cinnabon, Tropicana
and Seattle's Best for its breakfast menu items that range in price from 99 cents to $2.79. The
menu includes burritos stuffed with eggs and either sausage, bacon or steak; sausage and egg
wraps; hash browns; hot or iced coffee; and orange juice.
Customers can buy the breakfast items in Taco Bell locations in Alaska, Washington, Oregon,
California, Arizona, Idaho, Montana, Utah, New Mexico, Nevada and Colorado. A limited number of
stores in Texas, Ohio and Oklahoma also will have the breakfast menu.