Biz: Newest reason to sleep in: Taco Bell now serves breakfast
- “This is a very important launch for our brand”: Taco Bell may like to suggest that you need a Fourthmeal, but in 800 mostly-western locations, now it suddenly wants to focus on your Firstmeal. That’s right, the Gordita grandaddy is moving into the realm of breakfast food, offering up such ideals of morning goodness as the Johnsonville Sausage and Egg Wrap, above. The company, which makes three-fifths of its parent company’s U.S. profits, is assuming that its audience likes sleeping in (having of course eaten their Fourthmeal the night before), and will serve breakfast between 8 or 9 a.m. and 11 a.m. — a later window than McDonald’s, which totally owns the breakfast market. Screw this; we’re sticking with bagels. source