Taco Bell has officially announced that the Mexican fast-food chain will debut a new breakfast menu nationwide on March 27, 2014.
“Fans already like to come to Taco Bell for lunch and dinner, and they share with us their love of late night,” Taco Bell President Brian Niccol said in the release. “Now they’re not just asking but telling us they want Taco Bell breakfast.”
Taco Bell has become known for its unique products that draw customers to their stores, most notably the Doritos Locos Tacos.
The company is hoping to create similar success with its breakfast menu, which include a Waffle Taco, an all-in-one A.M. Crunchwrap and Cinnabon Delights, and cinnamon and sugar donut holes. The waffle taco uses a waffle for the shell, wrapped around eggs, cheese and syrup on top with the choice of sausage or bacon. The A.M. Crunchwrap, similar to the classic Crunchwrap, is a breakfast twist of scrambled eggs, hash browns, melted cheese and bacon, sausage, or steak, wrapped up in a warm flour tortilla.
“We’re confident our breakfast will wake up customers’ morning routine,” Taco Bell Chief Marketing Officer Chris Brandt said in the release.
Along with increasing accessibility to stores and developing its mobile offerings, the breakfast menu is one of Taco Bell’s top priorities this year, said Niccol. “These key initiatives will continue momentum for the brand’s strong and growing relevance with millennials, while working toward the aggressive goal to double revenue and add 2,000 restaurants by 2022,” he stated in the release.
The plan to offer breakfast at Taco Bell has been in the works for a while.
The chain tested breakfast offerings as earlier 2012 but began final testing this past summer in Fresno, Calif., Omaha, Neb., and Chattanooga, Tenn.
The menu is currently served in more than 850 locations, but come late March, it will be available in about 5,500 restaurants.