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Taco Bell to Wendy's: 'We'll handle the breakfast burritos, thank you very much'

Taco Bell rings in to this month's QSR breakfast war with its Breakfast Burrito Menu -- part of its move to establish burrito supremacy over rival QSR, Wendy's (Photo: Taco Bell)

March 12, 2020

Count Taco Bell in as yet another player in the QSR breakfast wars, now that the chain is debuting its new Toasted Breakfast Burrito Menu today. The menu features three burritos designed to capture the attention of drowsy morning commuters, a news release said. 

Though Taco Bell has had breakfast cooking for at least the last six years, it takes direct aim at returning breakfast player Wendy's with the burrito menu at the break of day, since Wendy's also has a morning burrito offering. Taco Bell wasn't going to let that one go without a response. 

"We serve nearly one billion burritos to our fans every year and our new Toasted Breakfast Burrito menu solidifies that Taco Bell is the place for burritos across all dayparts," said Melissa Friebe, senior vice president of brand marketing and consumer insights at Taco Bell, in the release. "We're constantly listening to consumers to fit their needs and we know that these breakfast burritos are the perfect addition to morning routines. We're excited to bring our fans this new lineup among a sea of breakfast sandwich sameness."

The burrito morning offerings start at $1 at Taco bell for the cheesy toasted breakfast burrito with eggs, nacho cheese sauce and sausage. At $2.79, the grande toasted breakfast burrito had a double serving of scrambled eggs, a three-cheese blend, potato bites, pico de gallo and choice of bacon or sausage, while for $4.99 customers also get a hash brown and medium soft drink, or even the inclusion of steak for $3.49 a la carte and $5.69 as a part of that combo with hash brown and medium soft drink.

The brand's hash brown toasted breakfast burrito is the final burrito offering debuting today, with a choice of bacon or sausage, eggs, three-cheese blend and a hash brown for $1.99. 

Taco Bell tested the hash brown-stuffed burrito in Nashville, Tennessee last year and received a great response.

Wendy's breakfast burrito, debuting when that brand launched breakfast earlier this month, has sausage, eggs and cheese, too.