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Taco Bell Targets McDonald's With Breakfast, While Chipotle Watches

By Eric Bleeker and Rex Moore – Mar 29, 2014 at 8:41AM

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Yum! Brands’ Taco Bell is now open for breakfast. The entire restaurant world is watching and wondering.

Waffle Tacos with Bacon, anyone ?

Yum! Brands' (YUM 0.16%) Taco Bell rolled out its much-anticipated breakfast menu this week. It's an interesting move and points out that doing breakfast right can be quite lucrative for fast-food restaurants. Just ask McDonald's (MCD 0.73%), where the morning menu accounts for 15% to 20% of total revenue. Mickey D's is so successful that Yum! Brands targeted it by using real people named Ronald McDonald to tout Taco Bell's breakfast.

How well did the Bell do with its new menu? Motley Fool managing editor Eric Bleeker has the answer in this video -- and says competing restaurants such as Chipotle Mexican Grill (CMG 0.31%) can learn a lot from Taco Bell's efforts.

Eric Bleeker, CFA, and Rex Moore have no position in any stocks mentioned. The Motley Fool recommends and owns shares of Chipotle Mexican Grill and McDonald's. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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