The success of McDonald’s
all-day breakfast menu has proven America’s insatiable love for morning fare. And now Taco Bell
is jumping on the bandwagon.
The franchise is introducing a 10-item $1 breakfast menu. The offering will be available Thursday nationwide and served from 7 a.m. to 11 a.m., though some stores may offer the menu as early as 6 a.m.
The fast-food chain created three new items for the menu: a skillet of seasoned potatoes, scrambled eggs, cheese, and salsa; a soft taco with scrambled eggs, cheddar cheese, and a choice of bacon or sausage; and a quesadilla with cheese, sausage, and scrambled eggs.
The Yum! Brands subsidiary is also offering a variety of burritos and tacos as well as mini cinnamon buns for a dollar. The menu represents an expansion of the fast-food chain’s focus on low-prices. Taco Bell revealed a “Dollar Cravings” menu nationally in 2014, which consists of lunch and dinner items.
“Our survey results were completely expected: Americans would rather pay less and have more choice,” said Taco Bell CMO Marisa Thalberg in a statement.
Taco Bell’s breakfast offerings represent just about 6% of total sales now, in contrast to McDonald’s, where breakfast represents about 25% of sales, according to the Wall Street Journal.
Taco Bell’s new value menu is an attempt to differentiate itself in a fast food industry that is starting to pull away from the traditional dollar menu for bundled items. Wendy’s
replaced its dollar menu for one with prices in the range of $1 to $5 in 2015, Time reported.
While McDonald’s introduced the all-day breakfast menu last year, it also gradually phased out its own dollar menu, replacing it for the McPick 2, which allows customers to choose two items for $2.
McDonald’s is now expanding its breakfast offering after the promotion drove up the Golden Arches’ stock prices and gave the company its best quarter in nearly four years.