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Can’t wait until lunch for that burrito? Taco Bell’s got your back: The fast-food chain is joining competitors in offering breakfast. The launch began today in 800 of its 5,600 restaurants, largely in the western US; if it’s a success, the company hopes to take the morning menu nationwide by 2014. Among the options, priced from 99 cents to $2.79: breakfast burritos with eggs and meat, sausage and egg wraps, coffee, and orange juice.

The breakfast choices are tied to partnerships with Cinnabon, Seattle’s Best, Johnsonville, and other brands. It’s a tough time for restaurants as potential customers opt to save money by eating in; almost all the industry’s recent growth has been in breakfast foods. But “right now we’re not getting our fair share of that,” an exec tells the¬†AP. “We want to get our fair share and then some.” Locations serving breakfast won’t be opening as early as competitors, however, since the company is aiming at a younger, later-rising crowd.

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