Fast food giant Yum! Brands Inc. (NYSE: YUM) has rolled out a new breakfast menu at its Taco Bell stores to help it compete with rival McDonald’s Corp. (NYSE: MCD) in the battle for the shrinking amount consumers spend on eating out. The new breakfast menu is priced from $0.99-$2.79 and will mean that stores not already open 24 hours a day will open earlier.
Breakfast and snack foods have accounted for nearly all the growth in the fast food industry for the past five years, and Yum, though late to the party, needs to grab its share of that growth. Taco Bell currently claims 36.8 million customers every week in its 5,600 US stores.
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