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Taco Bell takes aim at McDonald's with breakfast

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TacoBellWaffleTaco.jpg

CANDICE CHOI
AP Food Industry Writer

NEW YORK (AP) - Egg McMuffin, meet the Waffle Taco.

Taco Bell is readying for the launch of its national breakfast menu on March 27, with items such as the A.M. Crunchwrap designed to appeal to its fan base of younger men. And the chain says breakfast will be available until 11 a.m. - a half-hour longer than McDonald's offers its Egg McMuffins.

Taco Bell President Brian Niccol says the chain intends to be a "strong No. 2" after McDonald's.

McDonald's has long been the fast-food leader in the mornings, with its popular Sausage Biscuits, Hotcakes and other items pulling in roughly 20 percent of the company's U.S. sales. But the chain has been facing stiffer competition in recent years, with competitors such as Starbucks and Subway rolling out breakfast sandwiches as well.

(Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.)

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