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Opinion: Taco Bell breakfast to be competitive with McDonald’s

February 28, 2014

ruibal.1@osu.edu

On Monday, Taco Bell announced their national breakfast menu, to start March 27.  Taco Bell will serve breakfast at their stores until 11 a.m., a half hour later than McDonald’s serves breakfast. This is a big draw, for someone who knows the pain of craving a McMuffin at 10:32 a.m.

Taco Bell will counter Mickey D’s with a menu that includes:

  • The Waffle Taco—a waffle stuffed with sausage or bacon, eggs and cheese, with a side of syrup.

  • The A.M. Crunchwrap—scrambled eggs, hash brown, cheese and either bacon, sausage, or steak all wrapped up in a flour tortilla.

  • Cinnabon Delights—a Taco Bell dessert classic, now for breakfast.

The menu also includes what all breakfasts require: coffee. Taco Bell has never served coffee before, so new equipment is necessary for all almost 6,000 stores.

Starbucks, known for coffee, has been serving breakfast for a long time. But as good as the coffee shop’s cranberry orange scones are, something about Taco Bell’s syrup-drenched waffle taco just appeals to me so much more.

U.S. brand and strategy officer for McDonald’s, Kevin Newell, said in an interview last week, “I think (Taco Bell is) going to find that going into the breakfast business is not like what they’re accustomed to.”

I think the clown should not count the Chihuahua out.

According to the Associated Press, Taco Bell is trying to “appeal to its fan base of younger men” with its new breakfast offerings. Yes, my dreadlocked, guitar-playing brother can easily polish off a case of twelve tacos. Yes, my boyfriend once went to Taco Bell two nights in a row—despite getting food poisoning after the first. But get between little girly me and a No. 3 Combo, you will be sorry.

The devotion to Taco Bell and its popular “Fourth Meal” is real. Their First Meal can only get the same fiery hot reviews.

 


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