The battle over breakfast is heating up.
Less than two years after entering the fast-food breakfast market, Taco Bell on Thursday plans to unveil a dollar breakfast menu comprising 10 menu items, including a mini skillet bowl and bacon-and-egg-stuffed tacos and burritos.
It is the latest effort on the part of a fast-food chain to mine a growing and profitable segment of an otherwise lackluster industry, and it comes on the heels of McDonald’s Corp.’s all-day breakfast launch last year, in which a limited number of breakfast items are offered beyond the usual 10:30 a.m. cutoff.
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Ms. Thalberg said Taco Bell made its breakfast debut in late March 2014 with waffle tacos and A.M. Crunchwraps but learned there were gaps between what it was offering and what consumers most desired. It turns out people really wanted bacon and they wanted it in breakfast items that cost $1.
http://www.wsj.com/articles/in-fast...mes-most-important-meal-of-the-day-1457615028
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