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IRVINE, Calif. -- Taco Bell will launch its new breakfast platform next week. “First Meal” will debut at approximately 750 locations in 10 states, Nation's Restaurant News reported.
The quick-service restaurant chain also plans to begin testing its new Cantina menu at 150 stores. This lineup of upgraded menu items is made with higher-quality ingredients and developed with consulting celebrity chef Lorena Garcia, as CSNews Online previously reported.
"Taco Bell will always stand for a great value proposition," said Brian Niccol, chief marketing and innovation officer for the chain. "But we will try to stand out for the experience, for the flavors of the food and innovation. We're dialing up our relevance for an expanding palate."
One factor behind the chain's experiment with breakfast may be the rapid growth of the category. Breakfast sales have grown quickly in recent years and now account for 12 percent of total restaurant industry sales, or $42 billion annually, according to Technomic data.