Breakfast of Chumps

Rather than working to further distinguish itself from the burger-slinging joints, Taco Bell has leapt into a seemingly industry-wide competition to turn breakfast into the worst meal of the day. Taco Bell’s new breakfast menu launched last month, though the company had been hyping up certain items for weeks—especially the Waffle Taco and the A.M. Crunchwrap.

Meanwhile, Dunkin’ Donuts launched its portable-but-not-potable Eggs Benedict Sandwich. McDonald’s is considering extended breakfast hours and has been offering free coffee to lure customers. Taco Bell’s sausage A.M. Crunchwrap clocks in at 710 calories, 46 g of total fat, 14 g of saturated fat, and 135 mg of cholesterol. Breakfast should wake you up—not send you spinning into a nutritional nightmare!

Then there’s the Waffle Taco, which Taco Bell considers its breakfast coup d'état. It’s a waffle folded around a sausage patty, egg, and cheese. The Waffle Taco looks like something that can stain your shirt and clog your arteries at the same time. With 370 calories, 23 g of total fat, 7 g of saturated fat, and 115 mg of cholesterol, the sausage Waffle Taco will certainly leave its mark on your waistline. PCRM has deemed Taco Bell the April recipient of its SICK (Social Irresponsibility towards Consumers and Kids) Award because of its marketing of these new high-cholesterol items. Presented to companies that heavily promote unhealthful foods, the SICK Award highlights the role marketing plays in America’s nutrition crisis. So what can you do on those busy mornings when you don’t have time to cook? Try making a big pot of oatmeal at the start of the week and dish it out in travel-sized containers. Or if you’re at Taco Bell, try the bean burrito. You can order it “Al Fresco” and reduce the fat by swapping the dairy for pico de gallo. Fast food doesn’t have to be bad food!