Taco Bell is known as the fast food joint for your "fourth meal" -- that is, the late night, inebriated cravings for cheap, cheesy and greasy tacos and gorditas. Now the chain is moving in reverse order by rolling out "first meal," more commonly known as breakfast. The OC Register reports that after five years(!) of testing, Taco Bell will debut the 11-item breakfast line in 750 restaurants in 10 states. By 2014, the chain hopes to have 5,800 units serving breakfast.
Breakfast items include Cinnabon Delights (fried dough balls with cream filling), four types of breakfast burritos, hash browns and a sausage and egg wrap. The chain is also testing better-for-you items such as oatmeal and yogurt parfaits.
Although Taco Bell is getting into the breakfast game behind many other fast food chains, the company hopes to "steal marketshare from the growing number of quick-service chains offering breakfast, including category leader McDonald's, Burger King and Wendy's," reports Nation's Restaurant News.
"First meal" is part of a larger menu refresh attempt by the chain. The chain is currently testing its "Cantina Bell" menu, which could start appearing by the end of the year. It is aimed at a slightly more upmarket audience and will include dishes such as black beans, cilantro rice and grilled corn salsa (i.e. Chipotle Mexican Grill, but with fast food diners in mind).
Watch a commercial for "First Meal":