Taco Bell is beefing up its breakfast lineup by introducing a new line of toasted breakfast burritos. The chain has been serving breakfast nationally since 2014 and already has a robust menu which includes burritos, tacos and quesadillas. But as more fast food chains expand their breakfast options, Taco Bell is stepping up its game.
Starting Thursday, Taco Bell added three new breakfast burritos to their menu: a toasted breakfast burrito with eggs, sausage and nacho cheese sauce, one with eggs, potato bites, pico de gallo, a three-cheese blend and either bacon or sausage and one with eggs, the three-cheese blend, a hash brown and bacon or sausage.
By introducing these new toasted breakfast burritos, Taco Bell is hoping to set itself apart from competitors like McDonald’s and Wendy’s. But the company doesn’t just want to be different, it wants to win over its competitor’s customers too.
Since the beginning of 2020, big burger chains have been going head to head in the breakfast arena. Wendy’s launched a national breakfast menu earlier in March that includes a breakfast burrito, among other items, and tapped a former McDonald’s chef to help advertise the menu.
In an effort to improve their breakfast sales, McDonald’s started selling its Chicken McGriddles and McChicken Biscuit sandwiches nationally for a limited time. They also gave out free Egg McMuffins the same day that Wendy’s began selling breakfast nationally.
Since Taco Bell rolled out its breakfast menu nearly six years ago, it continues to thrive in the fast food breakfast market, even as major brands like Subway have faltered. The new burritos will be particularly competitive for the growing demographic of on-the-go consumers.