Taco Bell, the fast food chain that pioneered “fourth meal”—cheap eats for late-night cravings—is finally ready to roll out a breakfast menu, which of course it’s calling “First Meal.”
According to inside sources, the chain has been testing breakfast concepts for some five years. This week the 11-item breakfast menu will debut in 10 states and 750 Taco Bell restaurants. By 2014 the QSR plans to have nearly 6,000 locations serving breakfast.
Among the items on the morning menu are 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.
“First Meal” is part of an overall menu refresh effort by Taco Bell, which endured a difficult year in 2011. Among other changes, the chain is also testing a “Cantina Bell” menu, which could be in place by the end of the year. This menu is targeted at a demographic that’s a bit more upscale, and includes items such as black beans, cilantro rice and grilled corn salsa.
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