>> you planning to grab breakfast on your way to work? you may be interested to know a new fast food giant is joining the breakfast battle. janet shamlian has more on that. good morning.
>> reporter: good morning to you. the breakfast wars are heating up. it's really the only area of growth in the fast food industry now. there is a new entrant into the game. how will mexican far e e play in the morning? the bell is ringing early as taco bell aims to find out. let's face it. it's not the first place you think of for breakfast.
>> can i get a number three with an orange juice , please?
>> reporter: taco bell for years promoted a very different dining hour.
>> who says nothing good happens after midnight?
>> reporter: they branded the after hours snack attack with a new name.
>> late night is made for fourth meal.
>> reporter: but now the bell is ringing for early rise rs.
>> no matter how you end your tight, start your morning with first meal at taco bell .
>> good morning.
>> reporter: the breakfast club dominated by mcdonald's and crowded with others like burger king and wendy's. even lunch timers like subway are in the game.
>> build a better breakfast at subway.
>> reporter: experts say it's the only growth area for restaurants in a tight economy. when customers are more time crunched than ever.
>> you have 13 minutes to eat breakfast, you can't go to a sit-down restaurant. even at home you have trouble making it in 13 minutes. you have to get stuff on the run. every fast food restaurant chain in america is looking at, if not doing something about, should i get into the breakfast market.
>> reporter: taco bell won't have just burritos for breakfast.
>> can i have a cinnabon, please?
>> reporter: and other fare starting under $1 million.
>> i heard about the breakfast, stopped by yesterday. i said, i will come back in the morning and get some more.
>> reporter: the scramble for the breakfast dollar. as one of the biggest names in late night noshing sets up early. you can get the breakfast mostly in the west. 800 stores are hoping to roll it out to in the next couple of years. there is a burrito with your name
Source: http://video.today.msnbc.msn.com/today/46187569/
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