Fast-food giant McDonald's (MCD) announced that its first-quarter net income rose to $1.09 billion, or $1 dollar per share from 87 cents per share a year ago. The eatery's quarterly sales increased to $5.61 billion, topping the consensus estimate for sales of $5.53 billion. Global sales increased 4.2%, which was topped by a 12% rise in operating profit in the United States.

These solid results were once again driven by its McCafe beverages, the Breakfast Dollar Menu, and Chicken McNuggets. In Europe, quarterly profit growth increased 23% and the Asia-Pacific, Middle East and Africa unit logged 27% growth. McDonald's is one of the few companies that has capitalized on the global recession. The company's value menu has helped McDonald's weather the financial storm, as tight-walleted consumers turn to the Dollar Menu to fill their bellies.

In a bid to make quick-service restaurant writers blare the "predictable" alarm, Starbucks Corp. (NASDAQ: SBUX) has again moved into McDonald's (NYSE: MCD) territory with what Howard Schulz calls "breakfast pairings at attractive prices." I'm pretty sure that when I turn to our desk reference guide of corporate sayings, that is the definition for "value menu."

Perhaps they don't invite me to press briefings any more, because they knew that when Howard said this in a talk to investors last week, I would have shouted something about "differentiation" and "McDonald's" and "not." Starbucks is apparently revealing more details about its value menu this week, when we will learn if the meal deals -- I mean, "breakfast pairings" -- are about the same price as a McDonald's McCafe coffee drink matched up with, say, a sausage McMuffin or something.

This couldn't be a more obvious ploy to attract customers who have been wooed away from Starbucks by McDonald's lower prices and less pretension, not to mention what one customer called the "richer-tasting" drinks. Which is, I believe, a euphemism for "more like a milkshake and less like a cup of coffee." While it's admirable to target customers with better prices in this economy, the clear struggle for McDonald's customers has me scratching my head. Were these really ever the appropriate customer base for Starbucks in the first place? I believe this is what had Starbucks pointed in the wrong direction for the past few years: the endless and meaningless struggle to be all beverages and foods to all people.

In the war for cheap eats, breakfast is about to become the front line. McDonald's Corporation (NYSE:MCD) is about to roll out a dollar menu for morning staples like the sausage muffin with cheese and a breakfast burrito with two hash browns. Burger King Holdings, Inc. (NYSE:BKC) won't be far behind and is expected to have 10 items for a dollar on its breakfast menu this spring. (No word, though, on when and whether these items will be available all day long.)

If you're a believer in fast food, believe that Wendy's International (NYSE:WEN), whose value menu is legendary for its variety, will be jumping on this bandwagon soon. Already the breakfast market seems to be the Mealtime to Be of 2007, what with Starbucks Corporation (NASDAQ:SBUX) hoping to complete its rollout of eggy cheesy breakfast sandwiches by mid-2007, and, according to the Motley Fool, the news that Yum Brands' (NYSE:YUM) Taco Bell is also exploring a breakfast menu.

Who will reign supreme? How will this effect the companies' respective bottom lines? Neither McDonald's nor Burger King breaks out revenue by mealtime or menu item, so it's hard to say what percentage breakfast is of the overall sales. It's equally hard to predict how this would affect profitability -- certainly, it could diminish franchisee profits somewhat, but it's likely to increase overall sales. Breakfast is the mealtime of the future for fast food, and although McDonald's leads the way in the consumer's mind, with so many possible entrants into the $1 breakfast, it's anybody's game.