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A battle for breakfast could hurt McDonald's investors

By Robbie Citrino for Kapitall.

Breakfast, the most important meal of the day, is eaten by millions of Americans at their local fast food chain, providing billions in revenue for companies such as McDonald's (MCD), Taco Bell (YUM), Wendy’s (WED) and Burger King (BKW) before noon each day.

McDonald’s was the first to introduce the always-hungry American public to a cheap morning meal back in 1972 and has changed its lineup of pancakes, coffee and the McMuffin very little since its inception.

Enter Taco Bell, the section of Yum Brands with the most recent and radical update to their food roster. Moving away from the traditional breakfast burrito, Taco Bell wanted something odd to attract their competitors’ loyal customers, hence the the waffle taco concept.

This strange creation of sausage and eggs wrapped in a waffle, drenched in syrup and microwaved to perfection has confused most of the country but has left everyone wondering, how does it actually taste?

This sense of wonder has drawn consumers from their typical routine and into their local Taco Bell just to try this sandwich. Although many testers have only tried it once, some have made Taco Bell their new go-to spot for their quotidian breakfast, providing a new, reliable stream of revenue for the company and endangering a solid market for McDonald’s.

As McDonald’s same store sales dropped 1% in May from that period last year, could Taco Bell’s new approach be a hit for Yum Brands? Or will the waffle taco’s unconventionality fade? Will the waffle taco eat into McDonald's bottom line, or will McDonald's continue to eat its competitors lunch? Use the links below to start your own research.


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1. Burger King Worldwide, Inc. ( BKW, Earnings, Analysts, Financials):  operates and franchises fast food hamburger restaurants under the Burger King brand name. Its restaurants offer flame-grilled hamburgers, chicken and other specialty sandwiches, French fries, soft drinks, and other food products. Market cap at $9.08B, most recent closing price at $25.71.


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