Taco Bell takes aim at McDonald’s with breakfast

NEW YORK — Egg McMuffin, meet the Waffle Taco.

Taco Bell is readying for the launch of its national breakfast menu on March 27, with items such as the A.M. Crunchwrap designed to appeal to its fan base of younger men. And the chain says breakfast will be available until 11 a.m. — a half-hour later than McDonald’s offers its Egg McMuffins.

“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.

McDonald’s has long been the fast-food leader in the mornings, with its popular Sausage Biscuits, Hotcakes and other items pulling in roughly 20 percent of the company’s U.S. sales. But the chain has been facing stiffer competition over the years, with places such as Starbucks and Subway looking for a piece of the growing breakfast business.

On March 4, for instance, Starbucks also plans to roll out new and revamped breakfast sandwiches, including a croissant sandwich with ham, cheese and egg.

It’s not clear how Taco Bell’s entry into breakfast will alter the fast-food landscape. Last year, an executive with Taco Bell’s parent company Yum Brands said that breakfast accounted for about 4 percent of sales in locations where it was tested. But that was before the chain put its full marketing might behind the menu, he noted.

McDonald’s, which has more than 14,000 U.S. locations, has also said it plans to step up its marketing of breakfast this year as new players enter the space. Separately, the president of McDonald’s USA, Jeff Stratton, also told the Associated Press that the chain is in the early stages of looking at whether it can extend its breakfast hours.

Stratton noted that cutting off breakfast on the weekends at 10:30 a.m. “doesn’t go very well” with people in their 20s and 30s in particular. Still, figuring out how to serve both breakfast and lunch poses an operational challenge given the limited kitchen space in restaurants.

In the meantime, Kevin Newell, U.S. brand and strategy officer for McDonald’s, seemed unfazed in an interview late last week by Taco Bell’s breakfast plans.

“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,” Newell said. The breakfast menus of the two chains only have one main offering that seems to go head-to-head, a sausage and egg burrito.

Taco Bell has been testing and tweaking its menu in a select number of its nearly 6,000 U.S. locations over the past several months. For the national rollout, the company’s restaurants have had to hire additional staff, train existing staff and buy new equipment, including for the coffee it plans to start serving for the first time.

To keep operations simple at the start, Niccol said Taco Bell will start with drip coffee before expanding to specialty coffees such as lattes.

The items on Taco Bell’s breakfast menu are intended to be easy to hold and eat on the go. They include:

A.M. Crunchwrap — scrambled eggs, a hash brown, cheese and bacon, sausage or steak in a flour tortilla.

Waffle Taco — a waffle wrapped around a sausage patty or bacon, with scrambled eggs and cheese, served with a side of syrup.

Bacon and Egg Burrito — Bacon, scrambled eggs and cheese wrapped in a flour tortilla

Sausage Flatbread Melt — A sausage patty topped with cheese wrapped in a flatbread and grilled.

———

Follow Candice Choi at www.twitter.com/candicechoi

More in Herald Business Journal

Disney buying large part of 21st Century Fox in $52.4B deal

Before the buyout, 21st Century Fox will spin off the Fox network, stations and cable channels.

For modern women, 98-year-old rejection letters still sting

In a stark new video, female Boeing engineers break the silence about past inopportunity.

FCC votes to repeal its net neutrality rules

83 percent of Americans — including3 out of 4 Republicans — opposed the plan.

Commentary: GM, Boeing fight a war of words over Mars

Boeing is strongly signaling how crucial deep-space exploration is to its future.

Angel of the Winds pays $3.4M for Everett arena naming rights

The casino replaces Xfinity as the lead sponsor for the publicly owned downtown Everett events center.

Delta orders 100 Airbus A321neo jets valued at $12.7 billion

Boeing had hoped to land the deal, offering comparable 737s.

Tulalips break ground on new Quil Ceda Creek Casino Hotel

A 150-room hotel was added to what is now a $140 million complex expected to open in spring 2019.

What can be learned from the optimism of Churchill, Elon Musk

A new movie, “The Dark Years,” depicts Winston Churchill during the perilous… Continue reading

Providence Hospital in Everett at sunset Monday night. Officials Providence St. Joseph Health Ascension Health reportedly are discussing a merger that would create a chain of hospitals, including Providence Regional Medical Center Everett, plus clinics and medical care centers in 26 states spanning both coasts. (Kevin Clark / The Daily Herald)
Merger would make Providence part of health care behemoth

Providence St. Joseph Health and Ascension Health are said to be talking. Swedish would also be affected.

Most Read