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.