Conquering the breakfast market is essential for fast-food brands—sales last year reached $34.5 billion, per research firm Technomic. So now that McDonald's has launched its hotly anticipated all-day breakfast, other brands are fighting back on Twitter.
IHOP, Dunkin Donuts, Denny's, Waffle House, Einstein Bros. Bagels, Carl's Jr. and, heck, even 7-Eleven had something to say about McDonald's decision to offer breakfast all day.
One reason rivals are feeling competitive: The burger giant accounts for one-third of fast-food breakfast sales. Another, as the brands point out, is that all-day breakfast isn't new for most restaurants.
IHOP's effort is arguably the most aggressive of the bunch. It led to a new hashtag, #breakfastbeef, on Twitter:
#AllDayBreakfast, WHAT'S GOOD?— IHOP (@IHOP) October 6, 2015
Shouts to everyone tryna offer breakfast all day…shoot your shot.— IHOP (@IHOP) October 6, 2015
but why is everyone jockin us? breakfast all day since the day we were born #Flex— IHOP (@IHOP) October 6, 2015
Denny's had a cheekier take:
imitation is the sincerest form of flattery ;) #AllDayBreakfast— Denny's (@DennysDiner) October 6, 2015
And Waffle House wants everyone to know it is the original all-day breakfast brand:
Similarly, Dunkin' Donuts is taking a passive-aggressive approach:
Meanwhile, 7-Eleven is just trying to worm its way into the conversation...
We LOVE the idea of #alldaybreakfast. It may have even been ours.— 7-Eleven (@7eleven) October 6, 2015
...while Einstein Bros. Bagels has a rather sincere message for the burger chain:
And Carl's Jr. is simply sticking with its roots: