Taco Bell is testing a “waffle taco” in at least one Southern California location as it prepares to amp up its rollout of breakfast.

Company officials declined to reveal details about the potential product, saying it's not ready for a market-wide test yet, but that it is another example of ongoing menu innovation.

The waffle taco, however, has earned a following on Twitter and Instagram. Fans describe it as sausage and scrambled eggs in a waffle folded over like a taco and served with a packet of syrup. The price is 89 cents, which could indicate introductory pricing or that the item is being looked at as an addition to the value menu.

Greg Creed, Taco Bell Corp.’s chief executive, said the quick-service chain plans to double its domestic sales over the next decade from $7 billion to about $14 billion with the addition of breakfast — or “First Meal” — as a key driver of that effort.

The Irvine, Calif.-based chain, with nearly 6,000 units, has been testing breakfast in about 800 locations in the West for the past year. The company is planning to bring the morning daypart to the rest of the chain in the first half of 2014, Creed said.

Waffles and waffle-like products are not new on quick-service menus. McDonald’s has long had its McGriddles line with maple-spiked griddle cakes. Dunkin’ Donuts has had a waffle breakfast sandwich off and on for several years, and Jack in the Box features a waffle breakfast sandwich with fried egg, American cheese and a sausage patty between two sweet maple waffles.

Taco Bell’s First Meal menu, which debuted last year, has included various breakfast burrito options, a sausage-and-egg wrap and cinnamon-roll-flavored mini donuts called Cinnabon Delights, along with Seattle’s Best Coffee and Tropicana orange juice.

Taco Bell recorded a 6-percent increase in same-store sales for the March-ended first quarter.

Contact Lisa Jennings at lisa.jennings@penton.com.
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