January 26/Louisville, Ky./Associated Press -- Taco Bell, the fast-food chain that caters to late-night snacking, is making a play for the breakfast crowd. The Mexican-style restaurant chain introduced a breakfast menu at almost 800 restaurants, mostly in nearly a dozen Western states. The rollout adds to the scramble among fast-food heavyweights competing for the morning allegiance of on-the-go consumers.
If the launch goes as expected, the chain hopes its breakfast burritos will be displayed on store menu boards nationwide along with its regular line of tacos, chalupas and gorditas by the start of 2014, said Taco Bell chief marketing and innovation officer Brian Niccol.