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Free breakfast. It's the latest marketing strategy two fast-food giants are wielding in what has been dubbed "the breakfast war."
The stakes are high—fast-food breakfast sales last year rang up $34.5 billion, with McDonald's accounting for one-third of that business, per research firm Technomic. "Breakfast is a very routine purchase," said Allen Adamson, North American chairman at brand consultancy Landor. "Most people get their coffee in the same place; they start their day with a ritual.
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