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The chain39s Grilled Breakfast Burritos from left Sausage Bacon and Fiesta Potato
<p>The chain&#39;s Grilled Breakfast Burritos, from left: Sausage, Bacon and Fiesta Potato</p>

Taco Bell introduces Grilled Breakfast Burritos

Chain again takes aim at competitor McDonald's in ads touting new breakfast item

Taco Bell rolled out new Grilled Breakfast Burritos Thursday, adding to its breakfast menu lineup.

The quick-service chain introduced three varieties of the burritos:

• Bacon: Scrambled eggs and bacon topped with warm nacho cheese sauce, wrapped in a tortilla and grilled

• Sausage: Eggs and a sausage patty wrapped in a tortilla and grilled, served with a side of syrup, similar to the chain’s Waffle Taco

• Fiesta Potato: Scrambled eggs and breakfast potatoes with pico de gallo and nacho cheese sauce, wrapped in a tortilla and grilled

The items are priced at a recommended $1.29 and are available during breakfast hours, from 7 a.m. or earlier to 11 a.m.

The chain also introduced two other burritos. The Grande Scrambler features scrambled eggs, seasoned potatoes, pico de gallo, sour cream, Cheddar cheese and a choice of bacon, sausage or steak. The Cheesy Burrito includes scrambled eggs, extra cheese, bacon, sausage, steak or Fiesta Potatoes. The items are priced between $1.69 to $3.29, depending on the protein.

To promote the menu expansion, Taco Bell is bringing back another edition in its series of commercials featuring men named Ronald McDonald, yet another jab at quick-service competitor and morning daypart leader McDonald’s.

In the commercial, men from around the country named Ronald McDonald taste the Grilled Breakfast Burritos and declare them to be good.

When an off-screen interviewer asks whether they would buy a burrito from a burger chain, one of the Ronalds responds, “You don’t go to a sushi bar and order spaghetti.”

The ad will air nationally starting July 20.

Since the national launch of breakfast in March, Taco Bell has promised to continue building its morning menu.

Last week, the chain said it is testing new Power breakfast options that emphasize protein, including a Steak Burrito or Bowl with extra meat and vanilla Greek yogurt with granola.

Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout

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