January 26, 2012

Taco Bell, the fast-food chain that caters to late-night snacking, is making a play for the breakfast crowd.

The Mexican-style restaurant chain has introduced a breakfast
menu at almost 800 restaurants, mostly in nearly a dozen Western
states. Thursday's rollout adds to the scramble among fast-food
heavyweights competing for the morning allegiance of consumers.

Taco Bell Chief Marketing and Innovation Officer Brian Niccol
says if the launch goes as expected, the chain hopes it breakfast
burritos will be on store menu boards nationwide by the start of
2014.

The chain's breakfast staples include burritos stuffed with eggs
and either sausage, bacon or steak; hash browns; hot or iced
coffee; and orange juice.

Breafast is the fastest-growing business in fast food, according
to NPD Group.