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Burger King's Whopper and Fries for Breakfast? It's On


In the ongoing fast-food breakfast wars, McDonald's archrival has launched a new weapon -- it's called lunch.

In the ongoing and high-stakes fast-food breakfast wars, Burger King (NYSE:BKW) has now fired the latest salvo -- and it's left the competition broiling mad.

The Miami-based chain announced that its flame-broiled burgers -- including its signature Whopper, first created back in 1957 -- will become a regular part of its breakfast menu, right alongside its other breakfast offerings, including French toast sticks, ham omelet sandwiches, and the Croissan'wich.

The chain announced that more than 5,000 of its locations nationwide will participate in the company's new morning program, called "Burgers at Breakfast." Also offered in the a.m. hours will be the brand's chicken sandwiches, French fries, and apple pie.
A Burger King spokesperson told AdAge that the breakfast menu will be supported by a marketing push that includes digital, radio, and a point-of-purchase program.

McDonald's (NYSE:MCD) -- which currently doesn't sell burgers on its breakfast menu -- remains the leader by far in the breakfast food wars. It has about 30% of all sales in the category, according to Technomic. Taco Bell (NYSE:YUM), however, took a swipe at the Golden Arches in late March when it began using real-life Ronald McDonalds to help plug its new breakfast menu.

Then, just one day after the Taco Bell launch, McDonald's fired back with something for nothing when it offered a free 12-ounce cup of coffee for a two-week period. Mickey D's has followed that freebie with a two-for-one Big Mac deal, presumably to combat the Burger King deal.

All this crazed attention for the consumer dollar is for one clear reason: The morning hours are the only time of day predicted to experience growth for the fast food industry in the next decade.

Morning visits by American consumers were up 3% in 2013 over 2012, according to NPD data cited by AdAge -- with fast food accounting for 80% of total restaurant morning meals, according to Crain's Chicago Business.

Editor's Note: This article by Maureen Mackey originally appeared on The Fiscal Times.

For more from The Fiscal Times:

Who's Losing in the McDonald's-Taco Bell Breakfast Battle

April's Jobs Report Both Boom and Bust

The 12 Best Restaurants in the World

Follow The Fiscal Times on Twitter @TheFiscalTimes.
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