Burger King intensified the ongoing battle to dominate the fast-food breakfast market over the weekend when the Florida-based chain announced its new Breakfast Value Menu.
Hedgeye Risk Management restaurant analyst Howard Penney tweeted, “The battle for breakfast customers rages on with $BKW going to the $1 price point.” The tweet included a photo of French toast sticks, a sausage and cheese English muffin sandwich, and a sausage breakfast burrito. The fine print in the photo said the offer is available for a limited time.
Last month, McDonalds and Taco Bell had special offers that featured their breakfast menus, including McDonald’s offer of free coffee at its U.S. locations for two weeks, from March 31 to April 13.
Competition for the breakfast market is increasing as customers are buying breakfast on the go more than ever.
McDonald’s announcement came as Taco Bell launched a new breakfast menu that will be served daily beginning at 7 a.m. at most of its 6,000 stores nationwide. The new menu features a waffle taco filled with scrambled eggs, cheese, syrup and bacon or sausage. Taco Bell's unlikely advertising endorsee? Ronald McDonald, who, in addition to the name of McDonald’s mascot, is also the name of 400 Americans, some of whom were featured in a string of new Taco Bell commercials advertising its new breakfast menu, according to the Associated Press.
Deutsch LA CEO Peter Favat, whose company is responsible for creating Taco Bell’s Ronald McDonald commercial, addressed the new Taco Bell ad when he told Nation’s Restaurant News, “People are so tired in the morning, they’ve almost preprogrammed their cars to take them to McDonald’s. So we needed something that would grab people by the lapels and make them pay attention. It had to be bigger than just focusing on the menu.”
Starbucks expanded its breakfast menu recently to include eight breakfast sandwiches. The Seattle, Wash.-based chain offered free coffee with the purchase of a breakfast sandwich for a few days earlier in March.