Brand MarketingIHOP, Waffle House and Dunkin’ Donuts Are Unimpressed With McDonald’s All-Day BreakfastWho will be the breakfast king?By Kristina Monllos|October 6, 2015 ShareBy Kristina Monllos|October 6, 2015 Share 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 Adweek Adweek