IRVINE, Calif., Feb. 24 (UPI) -- Taco Bell announced Monday that it plans to roll out a breakfast menu March 27, in an attempt to take a bite of the $50 billion limited-service breakfast business.
The new, unconventional menu will be available from 7 a.m. to 11 a.m. and will offer breakfast versions of its regular products, such as Waffle Taco, A.M Crunchwrap and Cinnabon Delights. According to Taco Bell, the move would not require any additional equipment for its restaurants and can be executed with the existing training provided to employees.
“Fans already like to come to Taco Bell for lunch and dinner, and they share with us their love of late night. Now they’re not just asking, but telling us they want Taco Bell Breakfast,” said Taco Bell President, Brian Niccol.
Having launched 50 years ago, Taco Bell is a little late to the breakfast table. McDonald's has been serving a breakfast menu for years and has captured around 20 percent of the market. It was then followed by other fast food outlets Wendy's, Burger King and Subway.
According to Niccol, despite being a late entrant to the sector, his consumers will "get it" and will help broaden Taco Bell's appeal.
'It's a transformational moment for the brand," he said. "It will expand our connection with consumers.'
The company has been testing its breakfast menu for the past few months across 850 restaurants in Fresno, Omaha and Chattanooga. While the company won't divulge the response to the new menu or sales figures, Niccol said they "exceeded our expectations."
The new menu will also include breakfast burritos, grilled tacos, flatbread melt, hash browns, coffee and juice and will be available at more than 5,500 U.S. locations.