- 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.
Taco Bell goes big with breakfast
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