Why Taco Bell’s Waffle Taco Will Win Breakfast

The Taco Bell Waffle Taco is trending today. Admit it, you want it.

The taco is the signature dish in a new breakfast menu that Taco Bell is launching today that also includes … who cares. Look at that waffle taco!

While you may see another ridiculous fast food product, I see the equivalent of the Strategic Defense Initiative.

What?

The Strategic Defense Initiative was Ronald Regan’s brainchild during the height of the Cold War. It was a system designed to intercept Soviet ballistic missiles as they orbited Earth enroute to the United States. The program was dubbed “Star Wars” because it basically would have weaponized space. It was fairy tale, the technology would have taken years to develop, and it was also considered to be the ultimate escalation of the Cold War.

So, what the hell does this have to do with Taco Bell’s waffle taco?

I see it as the ultimate escalation of the fast food breakfast war. For years, McDonalds owned the fast food breakfast game. Their Egg McMuffin is synonymous with it. Breakfast was a $77 billion industry, and McDonalds was pretty much the only name in the game.

This all changed in 2007. Suddenly, everyone was interested in breakfast. Starbucks wanted to sell breakfast sandwiches. McDonalds wanted to sell gourmet coffee. Burger King started a breakfast menu. Wendy’s started offering a variety of breakfast options, including “whole grain” and “egg white” options.

Pancakes and waffles are a staple of breakfast, but you don’t see them on many fast food breakfast menus. I think that’s because it’s not something you can hold in your hand. Most people aren’t going through a drive-thru to eat meals that require plates and forks.

This is where Taco Bell has changed the game. They’ve offered a waffle option that is meant to be held in your hand. This is the ultimate escalation of the fast food breakfast cold war. Unlike the strategic defense initiative, the technology isn’t 10 years down the road. We have the technology now!

So, are you going to try the waffle taco? Judging from the chatter I’m seeing on Twitter this morning, you already have.

UPDATE (3/29)

I got my hands on the Waffle Taco this morning. It’s not bad, but unfortunately I probably overhyped it. There isn’t much waffle taste to it. Jack in the Box’s Waffle Breakfast Sandwhich provides a better waffle experience.