Taco Bell goes big with breakfast

• Taco Bell (NYSE:YUM) rolled out a breakfast menu to 5.5K restaurants today.
• A new national marketing campaign from the company takes dead aim at McDonald's, while prices on breakfast items were also strategically set with a goal to take a bite out of the Golden Arches' market share.
• It marks the biggest bet the fast-food chain has ever made in the competitive daypart.
• "Every marketing lever we have, we’re going to pull for breakfast," says Chief Marketing Officer Chris Brandt.