Waffle Taco, Anyone? Taco Bell Rolls Out ‘Paradigm Breaking’ Breakfast Nationally
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Dreams of a waffle taco for breakfast can soon be realized for everyone in the U.S.
On March 27, Taco Bell will be rolling out its breakfast menu into all its 5,500 locations — the largest menu expansion in its 50-year history. The rollout follows an extended test that began on the West Coast in 2012. The chain originally tried breakfast in 800 stores in 10 western states in early 2012.
Taco Bell is best known for its late-night Fourth Meal concept, but up until recently, the chain had virtually no presence at breakfast. President Brian Niccol said when the chain decided to capitalize on breakfast, he felt the category could use some innovation. “When we look at the category, we haven’t seen much besides me-too offerings,” he said. “We want to create something that isn’t round and requires a bun. That’s not what we do. The big innovation in the last decade is an egg white, but I think the consumer wants more and we can give them more.”
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