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Burger King (BKC) is turning up the heat in its war with McDonalds (MCD) for early morning sales. In selected markets, Burger King is advertising the availability of a "Burger King brunch" in a quest to cash in on lucrative morning sales. This is only a few months after announcing Burger King will carry coffee made by Starbucks to provide a more flavorful alternative to its BK Joe coffee.
This is what the fast-food breakfast wars have become: Mimosas at the drive-thru window.
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Wendy's breakfast plans
A big part of Wendy's International Inc. (NYSE:WEN) presentation to its stockholders recently was its plans to reintroduce a breakfast menu. According to an interview with Wendy's chief marketing officer in Columbus Business First, about one in three test restaurants are pulling in $3,000 a week in breakfast sales.
The company has settled on a typical menu of egg, bacon/sausage and cheese sandwiches on a biscuit similar to the bread used on its new line of Frescata sandwiches. It will also offer its own versions of the morning burrito and French toast sticks.
Wendy's is all too aware of the value competition in this market. Burger King Holdings, Inc. (NYSE:BKC), for example, is set to introduce a new slew of sub-dollar choices. Look for Wendy's to do the same. Coffee is a big part of the draw, and its choice of a coffee partner has yet to be announced. Wendy's may be willing to pay to tie in a name-brand to elevate the breakfast appeal.
The company has settled on a typical menu of egg, bacon/sausage and cheese sandwiches on a biscuit similar to the bread used on its new line of Frescata sandwiches. It will also offer its own versions of the morning burrito and French toast sticks.
Wendy's is all too aware of the value competition in this market. Burger King Holdings, Inc. (NYSE:BKC), for example, is set to introduce a new slew of sub-dollar choices. Look for Wendy's to do the same. Coffee is a big part of the draw, and its choice of a coffee partner has yet to be announced. Wendy's may be willing to pay to tie in a name-brand to elevate the breakfast appeal.
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