For years Taco Bell has marketed their “fourth meal” for late night customers coming hungry for the chain’s taco’s quesadillas and more. Now taco bell is ready to start a new kind of meal, the “first meal”, a full line of breakfast items (that may still be the fourth meal for some). This breakfast menu has been carefully tested for five years, and the 11-item ‘back to basics’ menu will debut in 750 restaurants in ten states.
Some of the approved breakfast items are scrambled eggs, sausage patties, bacon, tortilla, hash browns and Cinnabon Delights. The First Meal is expected to be introduced to 5,800 locations by 2014. For years Taco Bell has been testing and revamping their menu, eliminated ‘too spicy’ foods from their menus and offering some breakfast selection in limited locations to test them out.
The menu items are similarly priced to the rest of Taco Bell’s items, between 99 cents and $2.79. These items are targeted mainly for “on the go” young adults ages 18 to 28. The only concern with this new move is that Taco Bell may have added a breakfast menu too late, with McDonald’s and many other fast food chains serving breakfast for years.
For the restaurant industry breakfast generates about $42 billion in annual sales, which Taco Bells hopes to become a major part of. In coming years, Taco Bell hopes to add more items to the menu, including healthy options such as oatmeal and yogurt parfaits.
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