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Some Taco Bell restaurants in the West already are open around the clock, Niccol said. Other stores will open their doors and drive-thrus at least one hour earlier to serve breakfast. For most, that means an 8 or 9 a.m. opening, with breakfast ending at 11 a.m. local time. That's later than the start time for most other fast-food chains offering breakfast. It's a reflection of Taco Bell's core customers -- the 18- to-20-something crowd that's generally not up at the crack of dawn. "What we found is, they're not the customer that shows up at 6 a.m. for breakfast," Niccol said. "We can get those guys on board, they become the evangelists, and then we can start adding additional hours for people that want breakfast at 6 a.m. or 7 a.m." The rollout is taking place in Alaska, Washington, Oregon, California, Arizona, Idaho, Montana, Utah, New Mexico, Nevada and Colorado, and there are a limited number of participating stores in Texas, Ohio and Oklahoma. Breakfast has become a popular addition to fast-food chains in recent years as companies compete for diners. Eating out for breakfast is often cheaper than eating out for lunch or dinner. Lunch sales also tend to track the employment rate, because people who aren't working generally aren't buying lunch. Subway started offering breakfast in 2010, Wendy's is in the midst of trying to follow suit and McDonald's is expanding its menu. Taco Bell tested its breakfast offerings in Bakersfield, Calif.; Oklahoma City; Tucson, Ariz.; and Dayton, Ohio.
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