By 1977, McDonald's had added a full breakfast line to its menu, and some ten years after that, one-fourth of all breakfasts eaten out in the US came from McDonald's restaurants. The company actually pioneered breakfast fast food when it introduced the Egg McMuffin in 1972 - a radical idea at the time. Taco Bell launched a breakfast menu last year, and Starbucks, Dunkin' Donuts, and Subway have also taken large wedges of market share from the fast food breakfast pie, which McDonald's has long dominated. So why is it taking a risk and testing out the concept?įor starters, McDonald's is facing a lot of new competition on the breakfast front.
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February 2023
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