The newest weapon in the breakfast fast-food wars is a buttermilk biscuit shaped like a taco . Taco Bell is launching a Biscuit Taco on Thursday in place of its waffle hybrid , which got widespread attention last year when it was included in the rollout of the chain 's breakfast menu . The unusual wrap features fried chicken coated in crushed tortilla chips with either jalapeno honey or country gravy served on the side . Optional extras include sausage , eggs , cheese and bacon . It has between 370 and 470 calories , depending on the fillings , and will cost $ 2.49 at most restaurants nationwide . Scroll down for video . Novel idea : Taco Bell is launching a 'biscuit taco ' this week in place of the 'waffle taco , ' which got widespread attention last year when it was included in the rollout of the chain 's breakfast menu . Taco Bell CEO , Brian Niccol , told CNBC News that the aim of the breakfast item is to 'make chicken and biscuits portable ' . He added that it 's 'exciting and tastes great too ' . The Biscuit Taco 's introduction comes as the chain tries to build on its year-old breakfast business by once again going after the dominant player in the mornings : McDonald 's . In a new ad campaign , Taco Bell plans to paint Egg McMuffins as boring , routine food for the brainwashed . In New York and Los Angeles , it is putting up propaganda-like posters for a place called 'Routine Republic , ' with one featuring a demonic clown holding what looks like an Egg McMuffin with the words 'Routine Rules . ' New addition : Starting Thursday , people can get the baked wrap filled with options like eggs , sausage , cheese or deep-fried chicken and jalapeno honey sauce - it has up to 470 calories , depending on the fillings . Propaganda : In a new ad campaign ( above ) , Taco Bell plans to paint Egg McMuffins as boring , routine food for the brainwashed . National TV ads will feature testimonials from real-life 'defectors ' saying things like ' I admit I used to be a McDonald 's fan . ' It 's a continuation of an ad campaign last year that featured real-life people named Ronald McDonald professing their love for Taco Bell offerings . At one point , McDonald 's responded by tweeting a photo of Ronald McDonald kneeling down to pet a frail Chihuahua , which was once the mascot for Taco Bell . Some referred to the back-and-forth as 'the breakfast wars . ' Whether the biscuit taco has more staying power than the waffle taco remains to be seen . Despite the attention the waffle taco initially generated because of its novelty in the fast-food space , there were early signs it might not last . Not long after it was rolled out , Taco Bell Chief Marketing Officer Chris Brandt noted that 'some of the things on our menu might run out of gas . ' Booming business : Already , the launch of a national breakfast menu has helped drive up sales at Taco Bell , which has been trying to redefine itself as a hip brand with its 'Live Mas ' slogan . All gone : The biscuit taco at Taco Bell will replace the waffle taco ( above ) which contained 460 calories and 30g of fat per serving . The chain has also repeatedly said the star of its breakfast menu is the A.M. Crunchwrap , which is a grilled tortilla stuffed with eggs and a hash brown along with sausage , bacon or steak . As for its latest offering , a Taco Bell representative said it 's 'more than just a biscuit , it 's a warm , fluffy , buttery biscuit , folded in the shape of a taco ' and it 's here to stay . Already , the launch of a national breakfast menu has helped drive up sales at Taco Bell , which has been trying to redefine itself as a hip brand with its 'Live Mas ' slogan . In the latest quarter , the chain 's sales rose seven per cent at established locations , driven by breakfast , according to parent company Yum Brands Inc. Taco Bell CEO Brian Niccol said breakfast has been holding steady at about six per cent of sales . That 's compared with between 20 and 25 per cent for McDonald 's , which has been playing up its own offerings by noting it cracks fresh eggs to make Egg McMuffins . It 's not clear what impact Taco Bell 's breakfast is having on McDonald 's Corp. , which has been struggling to hold onto customers more broadly amid intensifying competition . But others have been pushing into the breakfast category more aggressively as well , including Starbucks , which revamped its sandwiches last year .
Starting Thursday , people can get the baked wrap ##pers with options like eggs , sausage , fried or deep - fried chicken and jalapeno honey sauce . It has between 370 and 400 ingredients , depending on the fillings . Taco restaurant CEO , Brian Niccol , said the aim of the breakfast menu was to ' eat chicken and biscuits portable ' The biscuit taco 's introduction comes as the chain tries to go after the dominant menu in the mornings : McDonald 's .