The so-called breakfast wars rage on.
The waffle taco is the latest causality. Taco Bell will instead sell a biscuit taco starting Thursday.
In a press release, the new menu item is described as a biscuit folded like a taco and filled with “breakfast flavors.”
As The Associated Press reported this morning:
The swap comes as the chain tries to build on its year-old breakfast business by once again going after the dominant player in the mornings: McDonald’s. In a new ad campaign, Taco Bell plans to paint Egg McMuffins as boring, routine food for the brainwashed.
Taco Bell chief executive Brian Niccol said the biscuit taco is part of an effort to offer “unique” items and eventually make the chain as “famous” for breakfast as it is for late nights.
“It will reinvent the fast-food breakfast experience by moving away from boring, round sandwiches and inserting bold tastes and flavors,” he said.
The biscuit taco varieties will cost you around $2.50 and come with 380 to 471 calories:
- Sausage, egg and cheese (369 calories)
- Bacon, egg and cheese (380 calories)
- Crispy chicken with country gravy (388 calories)
- Crispy chicken with new signature jalapeno honey (471 calories)
Meanwhile, McDonald’s is celebrating “imlovinit24” today by “bring[ing] the world together through 24 gifts of joy in 24 cities across the world, and all in 24 hours,” according to a press release.
The initiative will culminate with a free Ne-Yo concert for certain fans in Los Angeles. The R&B artist will debut his latest single, “Every Day with Love,” which was written with lyrics submitted by fans to McDonald’s.
The Telegraph reports, however, that the joyous marketing campaign is more about turning around a global sales slump.
Will you miss the waffle taco? Would you buy a biscuit taco? Sound off with a comment below or our Facebook page.