IHOP, Waffle House and Dunkin’ Donuts Are Unimpressed With McDonald’s All-Day Breakfast

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: 

#alldayallday #since1955 #backtoback pic.twitter.com/xDif9Uk9Tr

— Waffle House (@WaffleHouse) October 6, 2015

Similarly, Dunkin' Donuts is taking a passive-aggressive approach:

Breakfast time, all the time. 🙂 #BreakfastWhenevs pic.twitter.com/kZ9HkEnwZr

— Dunkin' Donuts (@DunkinDonuts) October 6, 2015

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:

Welcome to the #AllDayBreakfast club, @McDonalds! pic.twitter.com/T5hvb4at7K

— Einstein Bros. (@EinsteinBros) October 6, 2015

And Carl's Jr. is simply sticking with its roots:

Breakfast all day? We've got burgers all day. #DoubleWesternBacon #AllDayBurgers pic.twitter.com/y8NYOKyHq3

— Carl's Jr. (@CarlsJr) October 6, 2015

#AllDayBurgers > #AllDayBreakfast pic.twitter.com/uA7aXClEgX

— Carl's Jr. (@CarlsJr) October 6, 2015