Taco Bell Set to Go Head to Head With McDonald's at Breakfast

National chain will launch new breakfast menu on March 27.
3:00 | 02/24/14

Coming up in the next {{countdown}} {{countdownlbl}}

Coming up next:

{{nextVideo.title}}

{{nextVideo.description}}

Skip to this video now

Now Playing:

{{currentVideo.title}}

More information on this video
Enhanced full screen
Explore related content
Comments
Related Extras
Related Videos
Video Transcript
Transcript for Taco Bell Set to Go Head to Head With McDonald's at Breakfast
And business news tonight, a challenge thrown down to the egg mcmuffin, symbol of nation that likes breakfast on the run, taco bell essentially saying, game on, they'll counternext month with the taco muffin. Reporter: Taco bell is hoping America will run to the border for breakfast. Their new breakfast menu, seven years in the making, includes an egg-stuffed waffle taco. Breakfast burritos. Why is taco bell doing this? Breakfast is $50 billion industry. Reporter: McDonald's where a quarter of all of their business rides on breakfast, they're looking to extend their breakfast cutoff time. They see opportunity in a changing American breakfast. We eat in record time. The typical American breakfast, now just 13 minutes. Like the 1950s, we still eat eggs and bacons. We eat them as on the go breakfast sandwich. Expect to see a bright and shining battle for your breakfast dollars. Rebecca var jis, ABC news, new York.

This transcript has been automatically generated and may not be 100% accurate.

{"id":22658047,"title":"Taco Bell Set to Go Head to Head With McDonald's at Breakfast","duration":"3:00","description":"National chain will launch new breakfast menu on March 27.","section":"WNT","mediaType":"Default"}