Breakfast Wars: Taco Bell Aims For Crown With New Biscuit Taco

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The waffle taco is out and the biscuit taco is in.

Taco Bell wants to take McDonalds’ crown as king of fast food breakfast. Described by a Taco Bell representative as “more than just a biscuit, it’s a warm, fluffy, buttery biscuit, folded in the shape of a taco,” the biscuit taco can be filled with eggs, sausage, cheese or deep-fried chicken paired with jalapeno honey sauce, depending on customer preference.

It can also have anywhere between 370 and 470 calories, according to NBC NY.

In addition to the new menu item, national television ads for Taco Bell will feature some unique propaganda aimed at McDonalds. The ads will include testimonials of “former McDonalds fans,” as well as posters that “paint the Egg McMuffins as boring.”

The waffle taco was a bit of a flop, but the A.M. Crunchwrap remains Taco Bell’s most popular breakfast item–eggs, a hash brown,with either sausage, bacon or steak inside a grilled tortilla.

Breakfast accounts for only 6% of Taco Bell’s sales, compared to 20-25% for McDonalds.

However, Taco Bell’s sales rose by 7% in the last quarter, presumably because of their new breakfast menu.

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