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Forget the chicken sandwich wars – the new battleground in fast food is breakfast. Once considered a sleepy side hustle, the morning meal has become a multi-billion dollar prize, with chains pulling out all the stops to lure customers through their doors before noon.
This breakfast war isn’t just about fluffy pancakes and sizzling bacon. It’s a strategic fight for a growing market. Consumers are increasingly busy, and grabbing a quick bite on the way to work or school is becoming the norm. Fast food chains, facing stagnant sales in other areas, see breakfast as a prime opportunity for growth.
The Reigning King (Not Burger King)
McDonald’s, with its iconic Egg McMuffin and buttery hash browns, has long been the undisputed king of breakfast. They currently drive 30% of their total sales from breakfast alone.
In 2023, McDonald’s enjoyed 34.5% of the total Breakfast market compared to other fast food chains, and quick-service restaurants. Starbucks followed behind McDonald’s with just about less than half their competitors sales at 15.9%. Clearly, McDonald’s established footprint in this area has kept their crown in place.
Their convenient locations, affordable prices, and familiar menu have cemented their dominance. However, challengers are rising to the throne.
Wendy’s, known for its fresh, never-frozen approach, is aiming to redefine the fast food breakfast experience. They’re pumping $55 million into the US and Canada market to advertise their breakfast menu, hoping to steal more of the Breakfast segment from McDonald’s.
CEO Kirk Tanner said on a recent earnings call that breakfast is: “one of the most compelling levers to grow“.
Their menu boasts items like the newly launched Cinnabon Pull-Aparts (courtesy of a partnership with Cinnabon), French Toast Sticks, and the Breakfast Baconator, a heartier option for those with a bigger appetite. They also launched a heartier breakfast burrito this past January.
Taco Bell, the champion of late-night cravings, has surprisingly become a breakfast player. Their Waffle Taco (more on that below), a sweet and savory combination, captured the attention of millennials and Gen Z with its unique twist, and their social media presence, with playful jabs at competitors, has further fueled the breakfast war fire.
In 2022, Taco Bell teamed up with Pete Davidson in a series of odd commercials which basically aplogized for their “out there” breakfast creations, and promised to tone things down. Overall, it was an odd move, and not so surprisingly… didn’t account for a collective stampede at Taco Bell’s drive-thru during breakfast.
Over the past few months, Taco Bell is instead focusing on adding more items to their menu, the most recent being breakfast tots and the Bell Breakfast Box.
Then we have, Burger King with their Croissan’wich, french toast sticks, Cheesy Tots, and Biscuit sandwiches – the chain has been the most quiet of the bunch recently.
With an ready proven track record in breakfast staples, it would make sense for Burger King to be adding to their breakfast menu, but instead their $400 millions Reclaim The Flame plan has been targeting advertising, and updating restaurants physical locations.
Innovation Heats Up the Competition
Chains are constantly innovating, introducing new items to cater to diverse tastes and dietary needs. Dunkin’, the coffee giant, has ventured into breakfast sandwiches and even breakfast tacos, challenging the boundaries of their brand. Starbucks, another coffee powerhouse, offers breakfast wraps and protein boxes, aiming for the health-conscious consumer.
Who Wins
The victor in the breakfast war will ultimately be determined by the customers. Price, convenience, taste, and even social media buzz will all play a role.
For some, McDonald’s might remain the reliable choice. Others might be drawn to Wendy’s fresh ingredients or Taco Bell’s adventurous offerings. The diversity of options benefits everyone – the breakfast wars give us, the consumers, more control over how we start our day.
This breakfast battle is far from over. As chains continue to experiment and refine their strategies, one thing is certain: the fight for your morning meal is only going to get more interesting, and more delicious.
