KEY POINTS

  • McDonald’s introduced a two for $4 Mix & Match breakfast sandwich deal nationwide
  • Panera Bread Co. launched $8.99 per month unlimited coffee subscription
  • Wendy’s March 2 lineup includes three new sandwiches

What cost $2.39 per 16-ounce cup yesterday now costs coffee addicts pennies on the dollar at one popular U.S. eatery. Three national competitors will either offer new menu items or test the same strategy in Canada.

McDonald’s fired the opening salvo in this new breakfast war introducing a two for $4 Mix & Match breakfast sandwich deal nationwide. The offer is good for any two or selection of Sausage McMuffin with Egg; Bacon, Egg & Cheese Biscuit; and Bacon, Egg & Cheese McGriddle.

Panera Bread Co. countered today by introducing an $8.99 per month unlimited coffee subscription. But here's the catch, subscribers will likely hear, “Would you like a souffle, wrap, cake, with that?” Panera wants to grow its breakfast traffic and loyalty program membership.

Wendy’s will fire up a morning kitchen Mar. 2. Their menu will include three new sandwiches served on croissants, biscuits and buns with eggs and meat. It's also debuting a maple bacon chicken croissant and a honey butter chicken biscuit. There will be a new blend of coffee and an iced Frosty-ccino.

According to CNN, Wendy's forecasts their new breakfast deals to increase their daily sales by 10 percent. However, the fast food giant is not expecting its breakfast menu to be profitable until 2021.

Dunkin’ Brands also made an update on its breakfast menu last week debuting Snackin’ Bacon with Sweet Black Pepper seasoning, the new Irish Creme flavored coffee and Lucky Shamrock Donut in time for St. Patrick’s Day. More items added to their menu are Egg White Bowl and the Sausage Scramble Bow. On May 19, guests at participating Dunkin’ restaurants can purchase two Sausage, Egg & Cheese Wake-up Wraps for $3, excluding turkey sausage and their signature Beyond Sausage.

The point of the innovations and price cuts is business. Each corporations’ stock price is down. Though it has nothing to do with coronavirus, most of the stock price has been volatile all year.

Analysts expect Panera to produce $3.7 billion in revenue in fiscal 2020. The company is not publicly traded. Quarterly tax filings are not due until April 28, according to the Financial Industry Regulatory Authority.

Starbucks opened at $80.77 per share today, but it has fluctuated between $69.03 and $99.72. Shares of Wendy’s opened at $22.91. Its price has swung between $178.27 and $221.93, Wendy’s opened steady at $22.91. The company has traded between $16.25 and $24.04 this year.

Dunkin Brands opened at $70.53. Its annual low is $70.03. Analysts expect Dunkin to close the year at $79.50. The company stock has traded as high as $87.45. Dunkin earned $242 million in 2019 on revenue of nearly $1.4 billion.

McDonalds Deals A McDonald's restaurant advertises value deals in Venice, California, April 29, 2018. Photo: REUTERS/Lisa Baertlein