Taco Bell is now joining in the battle for hungry commuters looking to grab some breakfast on the road.
The fast food restaurant introduced its breakfast menu this week and its decision to bring Mexican-style breakfast to 10 states now puts Taco Bell in the middle of a crowded arena that includes several other fast food companies offering eggs, sausages and coffee in the morning.
Taco Bell is partnering with other breakfast bands like Jacksonville, Cinnabon, Tropicana and Seattle’s Best Coffee to try to establish the fast food restaurant as a legitimate competitor in the fight for breakfast lovers.
“We’re excited to bring value and taste to nearly 750 stores and to fans who are familiar with Mexican-inspired breakfast,” Brian Niccol, chief marketing and innovation officer for Taco Bell, said in a statement.
Taco Bell is slowly rolling out its new morning menu, dubbed “FirstMeal,” offering breakfast burritos and Seattle’s Best Coffee in some parts of the West Coast.
“This is a very important launch for our brand,” Niccol said. “While we’re beginning in the west, where people grew up with breakfast burritos, we plan to reach a national audience in the future, becoming a part of their morning routine, and truly opening people’s minds and taste buds as they begin to open their eyes and take on the day.”
Taco Bell tested FirstMeal in 150 stores before its release this week.
Here’s what the menu looks like: Sausage or Bacon and Egg Burrito, Hash Browns, Seattle’s Best Coffee, Cinnabon Delights, Tropicana Orange Juice, Johnsonville Sausage and Egg Wrap, Seattle’s Best Coffee, Premium Vanilla or Mocha Iced Coffee, Steak and Egg Burrito, Grande Skillet Burrito.
The fast food joint will also offer three combos, all for $3.99, which include a drink and hash brown.