You've got to get up pretty early in the morning to compete in the cutthroat fast-food market.
The entire game plan is ripped from the McDonald's
However, it's the breakfast push that appears to be mission-critical here. Think about it. McDonald's, Hardee's, Sonic
Taco Bell's marketing campaign revolves around the "fourth meal" philosophy, but how can it have neglected the first meal for so long? Sure, most Taco Bell locations are open early enough to grab lunch staples for a late breakfast, but the push for a dedicated breakfast menu is long overdue.
You can already get chicken biscuit sandwiches at Wendy's and Chick-fil-A, so how big of a stretch is it for KFC to follow suit nationally? Pizza Hut? Well, that's a trickier sell, though it's a shame to see the pizza ovens stay cold in the morning.
Breakfast is becoming an integral part of the fast food industry's renaissance on this side of the Supersize Me fallout. Even some nontraditional players are jumping into the skillet. Starbucks
It's about time for Yum! to serve something up for the morning commuters. Now let's see how Taco Bell rolls at the crack of dawn.
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Longtime Fool contributor Rick Munarriz is still thinking about what Pizza Hut can work with beyond cinnamon breadsticks for breakfast. He'll get back to you on that one. He does not own shares in any of the companies mentioned in this story, save for Jamba. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.