Taco Bell says: Wake up with a waffle taco

Test-marketing of the 460-calorie breakfast menu item is expanding, and for the company the stakes are high.

By Jonathan Berr Aug 7, 2013 11:51AM
Taco Bell's breakfast waffle taco (© Taco Bell/AP Photo)Is America -- and perhaps the world -- ready for a breakfast sandwich of waffles, eggs, sausage and syrup? Yum Brands' (YUM) Taco Bell sure hopes so.

The chain yesterday announced plans to expand test-marketing of the waffle taco as it prepares to bolster its breakfast offerings next year. Diners can find the waffle sandwich at about 100 locations in Fresno, Calif., Omaha, Neb., and Chattanooga, Tenn. starting Aug. 8, according to Nation's Restaurant News (NRN).

From a nutritional prospective, the waffle taco packs 460 calories and 30 grams of fat, which is better than some sandwiches and worse than others. Taco Bell also is offering healthier breakfast options such as oatmeal with fresh berries, a fruit-topped yogurt and a granola parfait, which should be welcome news to people watching their diets.

The stakes for Yum are high with the waffle taco. As NRN noted, Americans spend about $42 billion annually on breakfast in restaurants, one of the few bright spots for the industry. Taco Bell's strength has helped Yum offset the declines at its China restaurants caused by concerns about the safety of its food sold there.

U.S. same-store sales at Taco Bell, a key measure of sales activity as stores open a year, rose 2% in the most recent quarter.

Reviews of the waffle taco have so far been mixed.

Writing on Serious Eats, Erin Jackson proclaimed, "If they could, my taste buds would have called the cops." Jezebel's Erin Gloria Ryan declared the breakfast sandwich to be "an abomination."

Other reviewers were kinder.  

E! Online proclaimed on Twitter, "We are losing our minds that this is now a thing!" One Instagram user cited by The Atlantic found the sandwich to be "awesome."

Whether investors will find the waffle taco to be yummy remains to be seen. Shares of the fast-food operator were up fractionally in early Wednesday trading.

Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter @jdberr.

More on moneyNOW
8Comments
Aug 7, 2013 12:43PM
avatar
I'm sorry, but that looks NASTY!!!!!!!!!!!!!!!!!!!!!!!!!!
Aug 7, 2013 5:23PM
avatar
It's really no different than the McGriddle....  Those must be pretty popular because they're still around....
Actually it doesn't sound half bad....
Aug 7, 2013 1:23PM
avatar
How 'bout unfolding it, adding maple syrup to the waffle,  and eating the rest with a fork?
Aug 7, 2013 5:55PM
avatar
How does Taco Bell do it?! They have taken basic ingredients that could be tasty elsewhere (individually, or perhaps sharing a plate) and turned them into one DISGUSTING combination. I'm surprised that they didn't toss in beans, rice & sauce to match the rest of the menu. This must be "fifth meal" thinking. Yuck.
Aug 7, 2013 8:07PM
avatar
Holy smokes, when will it end!  One more thing to fatten up America.
Aug 7, 2013 12:50PM
avatar
my kid might like  that , but only with Bacon LOL  . How about something more Taco bell style , breakfast burritos  . I'm just not a waffle person
Aug 8, 2013 9:11PM
avatar
It looks like female parts if I'm saying 
Aug 7, 2013 4:54PM
avatar
taco bell R & D Dept has gone off the deep end. With everyone trying to eat healthy these days there ideas are insane. So insane that pretty much everyone thinks they have  hired a bunch of pot heads to come up with the next gross menu. Why not breakfast burritos or breakfast bowl or breakfast peta/wrap? Come on a waffle taco???? Gross
Report
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
Categories
100 character limit
Are you sure you want to delete this comment?

DATA PROVIDERS

Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?

MARKET UPDATE

[BRIEFING.COM] Stocks remain pressured with the S&P 500 trading lower by 0.3%. The discretionary sector has ticked up off its worst level of the day, but remains lower by 0.9% at this juncture.

Elsewhere, the industrial space (+0.1%) has joined materials (+0.5%) and telecom services (+0.6%) in the green thanks in part to the relative strength of transport stocks. The Dow Jones Transportation Average is higher by 0.2% with airlines showing broad strength. United Continental ... More

MSN MONEY'S