Taco Bell wants its customers to ring in the morning with its fast food. Soon, the restaurant chain will sell breakfast in an effort to best its competitors, especially McDonald's.

Taco Bell's breakfast menu, which targets young men, will be available starting on March 27. Breakfast will be sold until 11 a.m., which is half an hour longer than McDonald's offers the meal.

"We can turn the breakfast conversation into a two-horse race," Brian Niccol, Taco Bell President, said in an interview with Associated Press.

Niccol said that Taco Bell wants to be a "strong No. 2" after McDonald's, which represents at least 20 percent of the United States' fast food breakfast sales. Fast food breakfast is reportedly a $50 billion market. According to estimates by Technomic, a restaurant consulting firm, Taco Bell's piece of the pie could be worth $700 million.

"So far, no one has been able to compete with McDonald's for breakfast," Ron Paul, president of Technomic, told USA Today.

"We're going to reinvent breakfast," Niccol said. "We don't use buns or burgers or circular things at breakfast. That's not who we are."

Indeed, the breakfast is unique. The menu features practical items like the Bacon or Sausage A.M. Griller, the Sausage, Bacon or Steak & Egg Burrito and signature classics, the A.M. CrunchWrap Sausage or Bacon. The biggest leap is by far the Waffle Taco, which the menu describes as "A warm waffle wrapped around a hearty sausage patty and fluffy scrambled eggs, served with a side of sweet syrup."

"It's a transformational moment for the brand," Niccol said. "It will expand our connection with consumers."

McDonald's won't go down without a fight, however. The chain is currently considering extending breakfast hours and plans on creating more competitive marketing campaigns for the morning meal.

"The hardest thing is getting people to change their breakfast routines," Niccol explained. "The way you do that is to better meet their needs."

If things go well, Taco Bell hopes to release "portable pancakes." According to Niccol, the company is "close."

The Taco Bell breakfast menu also includes Cinnabon Delights 12 Pack, premium hot coffee and orange juice.

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