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 $249 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 am 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
thursday 470 calories taco bell brian niccol mcdonald's
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 between 370 and 470 calories, depending on the fillings . taco bell ceo, brian niccol, said the aim of the breakfast item was to 'make chicken and biscuits portable'. the biscuit taco's introduction comes as the chain tries to go after the dominant player in the mornings: mcdonald's 