Taco Bell will soon offer a full breakfast menu at all of its United States locations, boosting the Mexican fast food restaurant into a whole new bracket.
Come March 27, Taco Bell will add a fresh menu to its spread of burritos, chalupas and tacos. The Irvine Company told the Los Angeles Times that patrons will soon be able to order waffle tacos, breakfast burritos, and what's known as the A.M. Crunchwrap - a take on Taco Bell's famed Crunchwrap Supreme.
Customers can purchase any of the new items between 7 a.m., (even earlier at certain locations) and 11 a.m.
Restaurant chain officials told the LA Times more than 5,500 Taco Bell locations will offer the new options.
"Breakfast is the fastest-growing day part in QSR," Taco Bell's chief marketing officer Chris Brandt wrote in a statement on Monday, referencing the term for quick-service restaurants.
For its push into breakfast, Taco Bell is reportedly putting money into what's being called the "most extensive training ever," according to the president of the company, Brian Niccol. He also called the push "one of the brand's priority of the initiatives of the year," in conjunction with plans to build an additional 2,000 locations over the next eight years.
Taco bell execs have reportedly been trying out various products for a morning menu since 2012, and admit that the breakfast food game is a densely-saturated one for fast food joints.
McDonald's is arguably the heavyweight champ when it comes to breakfast, the LA Times reported. Rumors began circling on Monday that the company was considering extending breakfast times past 10:30 a.m., much to the joy of fast food enthusiasts who have long-pleaded with Mickey D's to offer McMuffins later.
"We are always exploring new ways to serve our customers, but there are no tests currently in place for extended breakfast hours," spokesperson Lisa McComb told the Times.
