The Mexican-food chain launched its $1 Morning Value Menu on Thursday, offering customers 10 breakfast items — some new — for just a buck each.
The reveal comes just days after reports surfaced that McDonald’s was testing a menu expansion of its popular all-day breakfast promotion. The burger joint’s all-day McMuffins have significantly boosted McDonald’s sales since its launch in October.
“When we first launched breakfast in 2014, our goal was to give our consumers classic breakfast tastes — in a uniquely Taco Bell way,” Marisa Thalberg, chief marketing officer for Taco Bell, said in a statement. “Now, we’re launching our new $1 Morning Value Menu to give people a terrific array of breakfast options they want, all at this incredible price point.”
Although, Taco Bell cites consumer preference for cheaper meals, it’s likely the chain doubled down on breakfast because of McDonald’s rampant success.
The menu expansion is hardly a surprise from Taco Bell, which has been slowly expanding its reach beyond traditional tacos and burritos.
The restaurant hopped into the breakfast market in early 2014 with waffle tacos and A.M. Crunch Wraps. It even created its own version of McDonald’s dollar menu a few months later with its $1 Cravings Menu.
Now, it’s combining the two and spicing up its menu with new items.
Additions to Taco Bell’s breakfast lineup:
- Mini Skillet Bowl: seasoned breakfast potatoes, scrambled eggs, cheese and pico de gallo in a bowl.
- Breakfast Soft Taco: a flour tortilla filled with scrambled eggs, bacon or sausage and cheese.
- Sausage Flatbread Quesadilla: a grilled flatbread filled with three cheeses, sausage and scrambled eggs.