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 announcement comes just days after reports surfaced that McDonald's was testing a menu expansion of its popular all-day breakfast promotion. The burger chain'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," Chief Marketing Officer Marisa Thalberg 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.