Taco Bell is considering expanding into the breakfast market to drive further growth. As the largest Mexican fast food chain, it has over 5,700 locations in the US and 279 internationally. Test markets of a breakfast menu showed potential for $70,000 extra annual profit per restaurant. However, Taco Bell's CEO debated whether a new Doritos Locos taco or a national breakfast launch would better capture growth opportunities. Consumer tests and the large market share and profits of McDonald's breakfast were compelling reasons to pursue breaking into breakfast sales fully.