Taco Bell Corp. is a California-based fast service restaurant chain that specializes in Mexican style fast food. Taco Bell--with 1995 sales in the United States of $3.5 billion dollars--held the largest share of the Mexican-style restaurant market in the United States. In mid-1997 the fast food chain was owned by the giant PepsiCo empire and was expected to soon become part of the restaurant holding company TRICON Global Restaurants, Inc., a far cry from its modest beginnings as a hot dog stand.

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$1 Morning Value Menu

Chain fires latest shot in ongoing quick service value war


Just when you thought the dollar menu was dead, Taco Bell on Thursday threw down a breakfast gauntlet with the launch of a new $1 Morning Value Menu with a choice of 10 options.

The menu platform, scheduled to be available at the chain’s roughly 6,000 domestic units nationwide, will include several existing items, including a grilled Breakfast Burrito, a two pack of Cinnabon Delights, hash browns or a Mountain Dew Kickstart Orange Citrus drink, each for $1.

Among the offerings are also three new dishes:

The Mini Skillet Bowl includes seasoned potatoes, scrambled eggs, melted cheese and pico de gallo.
A Breakfast Soft Taco is available with a choice of bacon or sausage, with scrambled eggs and Cheddar cheese.
The Sausage Flatbread Quesadilla has scrambled eggs and sausage with a three cheese blend wrapped in a flatbread.

The Irvine, Calif.-based chain shook up the quick service breakfast space when it launched the morning daypart for the first time in 2014. At the time, the breakfast menu included a value component with several items priced at or under $1.

The chain also has featured a Dollar Cravings menu for later daypart items since 2014.

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