As fast food companies see their lunch and dinner sales stagnate, the industry’s leaders are turning their focus to the early morning hours. Taco Bell recently rolled out its first breakfast items, including "The Waffle Taco," while Burger King has unveiled an all-new "Burgers At Breakfast" menu. These new offerings have put the longtime leader in fast-food breakfast, McDonald’s, on the defensive, pushing the restaurant chain to reconfigure its early bird strategy with a new emphasis on its McCafé products. We discuss what’s behind the “breakfast wars” and explore how fast food trends correspond to American lifestyles.
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