Taco Bell introduces toasted breakfast burritos to fend off Wendy’s and McDonald’s

Article via wtop news

"Taco Bell is stepping into the breakfast wars.

Starting Thursday, the chain began selling a new line of pressed breakfast burritos. Three items are joining the menu: a toasted breakfast burrito with eggs, sausage and nacho cheese sauce, one with eggs, potato bites, pico de gallo, a three-cheese blend and either bacon or sausage, and one with eggs, the three-cheese blend, a hash brown and bacon or sausage.

The chain has been serving breakfast nationally since 2014 and already has a robust menu which includes burritos, tacos, quesadillas and more. But as more fast food chains expand their breakfast options, Taco Bell is stepping up its game.

Customers look for warm, familiar foods during breakfast, Melissa Friebe, senior vice president of brand marketing and consumer insights at Taco Bell, told CNN Business. “Toasting the burritos really helps deliver on that comfort and quality that they’re looking for in the morning,” she added."

Read the full article by CNN here.