Taco Bell Sees McDonald’s Breakfast and Raises It a Waffle Taco

Yum! Brands Taco Bell Waffle Taco

Rise and shine: it looks like McDonald’s (NYSE:MCD) isn’t the only fast food chain rethinking its breakfast strategy – Yum Brands’ (NYSE:YUM) Taco Bell is, too. Can you say waffle taco?

According to the Associated Press, Taco Bell announced early this week that the company is planning to roll out a new breakfast menu in March that will reflect its first ever tango with a.m. eaters. The chain has been testing its menu for months now in select locations, and it will go live nationally on March 27, offering Taco Bell loyals the option of menu items such as the aforementioned waffle taco; bacon and egg burrito; a.m. crunchwrap; and cinnabon delights. Breakfast will also be offered until 11 a.m., thirty minutes later than McDonald’s currently serves its last meal. The extended time window may seem trivial, but considering many fast food eaters complain of the earliness of McDonald’s breakfast options, Taco Bell could have some happy consumers on its hands when they realize they have until 11 a.m. to make it to the drive-thru.

Many fast food chains, including Taco Bell and McDonald’s, have been rethinking their menu strategies, and especially what and when they serve breakfast, because consumers have shown a consistent interest in a.m. fast food, even though the same can’t be said for p.m. fare. Thanks to an increase in health-conscious consumers and a minimized interest in eating out, many fast food restaurants are feeling the pinch as their earnings continue to slide, and that’s why it’s re-thinking breakfast. It’s safe to say that as of now, Taco Bell is mostly known as a dinner or late-night snack option, but that could change come March if consumers prove to take a liking to how the chain cooks its eggs.