Bloomberg News

Taco Bell Tests Egg-Stuffed Taco Waffles in California Stores

May 14, 2013

If there’s a chain that can pull off selling scrambled egg-stuffed waffles, it’s Taco Bell, which brought the world the Doritos Locos Taco mashup.

The fast-food chain owned by Yum! Brands Inc. (YUM:US) is testing a waffle rolled up like a taco in “a handful” of restaurants in southern California, Rob Poetsch, a company spokesman, said in an e-mail.

“We’re pleased with the initial reaction from our customers and if the Waffle Taco does well in testing, we’ll roll it out to all our restaurants that serve breakfast,” he said.

Taco Bell, long a favorite among the late-night party crowd, has recently been trying to attract customers in the morning. Last year, it started selling breakfast foods, such as the A.M. Crunchwrap and Cinnabon-brand doughnut bites, in about 820 U.S. stores, pitting it against McDonald’s Corp. (MCD:US) -- the leader among fast-food chains selling breakfast.

Yum Brands, which also owns Pizza Hut and KFC, rose 1.7 percent to $70.10 at 3:32 p.m. in New York. The shares gained 3.8 percent this year through yesterday, while the Standard & Poor’s 500 Index increased 15 percent.

To contact the reporter on this story: Leslie Patton in Chicago at lpatton5@bloomberg.net

To contact the editor responsible for this story: Robin Ajello at rajello@bloomberg.net


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Companies Mentioned

  • YUM
    (Yum! Brands Inc)
    • $82.35 USD
    • -0.12
    • -0.15%
  • MCD
    (McDonald's Corp)
    • $100.37 USD
    • -0.21
    • -0.21%
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