NEW YORK (February 24, 2014) Taco Bell is readying for the launch of its national breakfast menu on March 27.
The chain will offer such items as the A.M. Crunchwrap designed to appeal to its fan base of younger men and says breakfast will be available until 11 a.m., a half-hour longer than McDonald's.
Taco Bell President Brian Niccol says the chain intends to be a "strong No. 2" after McDonald's.
McDonald's has long been the fast-food leader in the mornings, with its popular Sausage Biscuits, Hotcakes and other items responsible for roughly 20 percent of the company's U.S. sales.
But the chain has been facing stiffer competition in recent years, with competitors such as Starbucks and Subway rolling out breakfast sandwiches as well.