Armed with a Waffle Taco and a few years of Millennial-driven momentum, Taco Bell is taking a bold step into the morning daypart with its national rollout of breakfast on March 27. Many see the move as a direct attack on the beloved Egg McMuffin and McDonald’s dominance at breakfast. But Taco Bell joins a growing crowd of morning quick-service competitors, all hoping to tempt consumers out of bed with innovative-yet-affordable offerings served with convenience, speed and a decent ...

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