Taco Bell’s latest foray into breakfast foods comes in the form of a biscuit — the fast food chain announced plans Tuesday to roll out a Biscuit Taco starting March 26 across the United States. The Biscuit Taco is a breakfast biscuit in the shape of a taco stuffed with eggs, cheese and sausage or bacon.
The Biscuit Taco is Taco Bell’s latest salvo in a quest to make breakfast sales account for 20% of its business, according to USA Today. Morning meals currently account for just 6% of the chain’s sales, marketing chief Chris Brandt told the newspaper.
“We have to train people that we’re now open for breakfast.” Newly appointed Taco Bell CEO Brian Niccol told USA Today. “Breakfast is a sea of sameness. Everyone has the same, boring breakfast sandwich.”
The deeper dive into breakfast comes a year after Taco Bell entered the morning market with an ad taking aim at the McDonald’s Egg McMuffin. It featured people actually named “Ronald McDonald” who said they loved eating at Taco Bell for breakfast. Last year, the fast food chain unveiled a waffle taco, which the Associated Press reports the chain is abandoning in favor of the Biscuit Taco.
Owned by Yum! Brands, Taco Bell posted a 6% same-restaurant sales increase for the fourth quarter in February, getting help from its breakfast offerings. Analysts expected a 3.6% hike, according to The Street.