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

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

By Eric Bleeker and Rex Moore – Mar 29, 2014 at 2:41PM EST

Waffle Tacos with Bacon, anyone ?

Yum! Brands' (YUM +0.67%) 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 +0.72%), 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 +2.73%) can learn a lot from Taco Bell's efforts.

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About the Author

Eric Bleeker, CFA joined The Motley Fool at the height of the financial crisis in 2008. For the next four years he led the Fool's Tech & Telecom sector, both writing articles and providing feedback and ideas to writers. Today, Eric is the General Manager of Fool.com, but still enjoys writing a tech article or two from time to time. Follow @bleekertech

XMFTMFRhino

Stocks Mentioned

McDonald's

NYSE: MCD

$310.79

(+0.73%)+$2.26

Chipotle Mexican Grill

NYSE: CMG

$31.96

(+2.55%)+$0.80

Yum! Brands

NYSE: YUM

$155.62

(+0.67%)+$1.03

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.