NEW YORK - Taco Bell is rolling out its new breakfast platform €" dubbed "First Meal" €" this week in about 750 locations in 10 states, the first wave of what the QSR says will be a year of change and innovation, Nation€™s Restaurant News reports.

The chain is also beginning to test a new Cantina menu in about 150 stores, which includes higher quality ingredients developed with help from celebrity chef Lorena Garcia.

Taco Bell hopes that both moves will shift consumer perceptions of the brand.

"Taco Bell will always stand for a great value proposition. €¦But we will try to stand out for the experience, for the flavors of the food and innovation. We€™re dialing up our relevance for an expanding palate," commented Brian Niccol, Taco Bell€™s chief marketing and innovation officer.

Niccol also makes the point that Taco Bell has no interest in being Chipotle, the front-runner of quick-serve Mexican-inspired food.

"There are some forums and flavors that have been introduced that we have every right to participate in like burrito bowls," Niccol told the news source, adding, "We can do that and be a better value."

Niccol suggested that Taco Bell has conquered the evening daypart and wants to steal market share from other QSRs that offer breakfast, such as Wendy€™s, Burger King and McDonald€™s.