Here in America, we love a clever, brutal, totally fair-handed stab through the heart. Taco Bell knows this.

McDonald’s just has to sort of grimace and take it.

Everybody I’m seeing online (and that includes me) loves this sly jab from a perceived underdog to a perceived overdog:

Isn’t that delightful? Taco Bell extends its run of clever, anti-establishment reputation-making (even though, if you’re the local taco truck, you probably consider this Yum! Brand to be pretty much the establishment). Also, note: they compare themselves to #1, and imply they’re #2. They don’t bother mocking Wendy, a sexy Hardee’s/Carl’s Jr. soft-porn model, nor whomever is repping the King these days—the Burger Prime Minister? The Burger Press Relations Corp? They want to be seen in the company of the clown.

So here’s the question: yes, these are exciting conceptually. But can they become the breakfast equivalent of Locos Tacos? It depends on execution, doesn’t it? McDonald’s crosses its arms confidently and waits, occasionally refreshing Yelp and its Twitter feed.
So here’s the question: yes, these are exciting conceptually, but can they become the breakfast equivalent of Locos Tacos? It depends on execution, doesn’t it? McDonald’s crosses its arms confidently and waits, occasionally refreshing Yelp and its Twitter feed.