The food fight over the most important meal of the day has never been fiercer. Banking on breakfast being big business, fast-food chains are introducing new breakfast items and value meals in a hungry attempt to compete for cost-conscious consumers.
“There’s a breakfast war going on,” says Denny’s CEO Nelson Marchioli. “You can get a real breakfast with us, or spend the same and eat out of a wrapper.” Stephen J. Caldeira, chief global communications and public affairs officer for Dunkin’ Donuts, has a different view. “Our customers know they can come to us any time of day for the best-tasting coffee in America.”
