The “waffle taco” sounds more like something a Twitter comedian came up with in a hashtag game than a for-real menu item, but it’s coming to Taco Bell next month as part of a brand-new breakfast menu.
The announcement caused considerable excitement on Twitter, and Taco Bell is pretty big on its breakfast push. The company’s chief marketing officer, Chris Brandt, told Advertising Age
that the chain’s breakfast menu “breaks the paradigm.”
One particularly interesting detail about Taco Bell’s breakfast plans is that it will be serving its various combinations of eggs and sausage arranged in tortillas until 11 a.m. That’s half an hour later than the current fast-food breakfast leader, McDonald’s, offers breakfast items. (McDonald’s 10:30 breakfast cut-off time is so well known that it has been the basis for movie scenes
According to the Associated Press, McDonald’s may just extend its breakfast service. “We know, as an example, that breakfast on the weekend cut off at 10:30 doesn't go very well,” Jeff Stratton, the head of McDonald’s USA, told the Associated Press
[RELATED: Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.]
The AP’s article doesn’t say whether McDonald’s considering longer breakfast hours—and executives say any plans are in the earliest stages—is a response to what Taco Bell is doing. Still, McDonald’s has been known to fight hard to keep its breakfast dominance. It introduced the McCafe coffee line largely in response to the growth of Starbucks, for instance.
A fast-food breakfast war may just be brewing.