IHOP, Waffle House and Dunkin’ Donuts Are Unimpressed With McDonald’s All-Day Breakfast

Who will be the breakfast king?

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Conquering the breakfast market is essential for fast-food brands—sales last year reached $34.5 billion, per research firm Technomic. So now that McDonald's has launched its hotly anticipated all-day breakfast, other brands are fighting back on Twitter. 

IHOP, Dunkin Donuts, Denny's, Waffle House, Einstein Bros. Bagels, Carl's Jr. and, heck, even 7-Eleven had something to say about McDonald's decision to offer breakfast all day.

One reason rivals are feeling competitive: The burger giant accounts for one-third of fast-food breakfast sales. Another, as the brands point out, is that all-day breakfast isn't new for most restaurants. 

IHOP's effort is arguably the most aggressive of the bunch. It led to a new hashtag, #breakfastbeef, on Twitter: 

Denny's had a cheekier take: 

And Waffle House wants everyone to know it is the original all-day breakfast brand: 

Similarly, Dunkin' Donuts is taking a passive-aggressive approach:

Meanwhile, 7-Eleven is just trying to worm its way into the conversation…

…while Einstein Bros. Bagels has a rather sincere message for the burger chain:

And Carl's Jr. is simply sticking with its roots:

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: October 6, 2015 https://dev.adweek.com/brand-marketing/ihop-waffle-house-and-dunkin-donuts-are-unimpressed-mcdonalds-all-day-breakfast-167401/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT