The big loser in fast food's new breakfast fight

There's little evidence so far that either Taco Bell or McDonald's will emerge victorious.

By The Fiscal Times Apr 28, 2014 1:48PM

Taco Bell's breakfast waffle taco (© Taco Bell/AP Photo)By Suzanne McGee, The Fiscal Times


The battle between Taco Bell and McDonald's (MCD) that's been playing out on your TV screen and across social media -- you've heard all about Ronald McDonald's new look and newly active role on Twitter -- isn't just about a Chihuahua taking on a spiffed-up clown for bragging rights.


By some estimates, what is at stake is a $30-plus billion fast food breakfast market, one that the industry hopes may be staggering back to life as the job market recovers.


Budget breakfasts have always been appealing to some consumers, but a 2011 survey showed that almost half of consumers dropped by some kind of quick service restaurant -- whether a McDonald's or an upscale Starbucks (SBUX) -- for a breakfast-type meal that year, up from only a third in 2009. And restaurants responded by adding more menu items -- and competing more ferociously for the attention and dollars of potential patrons. The result: a full-out, no-holds-barred fast-food breakfast fight.


For most of us, what has followed has been tremendously entertaining and even profitable, as the rivals have scrambled to offer better deals and even freebies, like the occasional cup of coffee. In one corner is the veteran, McDonald's, whose Egg McMuffins have been fueling some early risers and travelers for decades. In the other, upstart Yum Brands (YUM), whose restaurants thus far have had almost no presence in the breakfast market. It is now trying to make a virtue of a combination of an established brand name and fresh and unusual menu items, resulting in high drama in advertising primetime.

For the chains themselves, it's serious business. That's because their corner of the fast food business has been stuck in slow-growth mode for some time. Both Yum's network of chains -- which includes not only Taco Bell but also Pizza Hut and KFC's fried chicken restaurants -- and McDonald's have to do battle with each other but also with upstarts intent on siphoning away their business. Many of these offer newer concepts -- think Chipotle Mexican Grill (CMG) or Noodles & Co (NDLS).


The two chains certainly have great slogans to offer. In its corner, McDonald's is brandishing "Wake up and taste the free coffee!" Meanwhile, Yum Brands and Taco Bell insist that "there will be breakfast envy." But spending on costly television campaigns promoting low-priced items like a $1.99 breakfast waffle or a $1.39 Egg McMuffin is going to have to pay off big in order to boost Taco Bell and McDonald's businesses. There's little evidence so far that either Taco Bell or McDonald's will emerge victorious.


The earnings figures for both companies suggest that the loser in the breakfast wars, so far, may be the shareholders. Overall, competition is eating into McDonald's revenues and profits -- and not just at breakfast time -- with the result being that the company posted not only disappointing same-store sales figures but disappointing earnings.


Same-store sales in the U.S. have fallen short of expectations for eight months in a row, and posted a 0.6 percent decline in March, the fifth consecutive month in which the chain witnessed a year-over-year drop in sales. (True, the March figures were the smallest drop in those five months.) First quarter profits slipped from $1.26 a share a year ago to $1.21 a share for the just-ended quarter.


McDonald's CEO Don Thompson told analysts last week that the Golden Arches hadn't seen any impact from the "most recent competitor" in the breakfast fight, but he pledged his firm will embark on a new marketing initiative. And yes, it will revolve around breakfast. They don't just microwave, the CEO would like the world to know: "We crack fresh eggs, grill sausage and bacon."


When it comes to Yum Brands, sales in China rather than sales of breakfast sandwiches have a much greater impact on the company's bottom line. While the earnings figures were healthy -- 87 cents a share, up 24 percent from year-ago levels, and 3 cents better than analysts had expected -- Yum could still do with a bit of a boost even from a waffle taco or two. That's because while its profits beat expectations, its revenues came up short: $2.72 billion, rather than the $2.81 billion that analysts had been anticipating.


For both fast-food chains, the biggest competitive threat, ironically, isn't the snazzy slogans and snarky ad campaigns, but the big push from the group of restaurants referred to as "fast casual" -- those like Chipotle and Panera (PNRA) -- that boast of offering fresh ingredients and healthier food choices than the burger/fried chicken/pizza joints of yore. Ultimately, it might not matter how many guys named Ronald McDonald Taco Bell can convince to eat waffle tacos if the rest of the world turns up their noses at the idea and heads off for a gluten-free muffin at their local coffee shop instead.


If you're an investor, however, the hullabaloo is likely to end up distracting you from what really matters. In the case of McDonald's, that is whether the chain as a whole can reinvigorate sales of all its products (and not just breakfast sandwiches) while riding out any commodity price pressures over the course of the summer. For Yum, the biggest headwind remains, as always, what lies ahead for the chain's China stores: Are its poultry supplies safe in reality and in the eyes of its consumers? And how resilient are those consumers going to be if China’s economy succumbs to a fit of the hiccups?


Squabbling over who gets the right to charge you a few bucks for your morning fast food may seem like small potatoes. But set against a backdrop of weak economic growth and lackluster or even declining sales, finding a new way to woo consumers may prove crucial. Eventually, that is.


For now, the breakfast wars make for great entertainment for those of us on the sidelines. An investor in either of these companies may well wonder just how lavish a marketing budget he's going to end up financing -- and whether it will be worth that high price.


More from The Fiscal Times

12Comments
Apr 28, 2014 4:29PM
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Always make a special order. That way, you know it will not be an item left over from a previous order. Get a breakfast burrito  but hold the cheese, order fries with no salt, get a burger with no ketchup.
May 10, 2014 2:19PM
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Why do some people have to put everything down, if you don't like fast food places, there is a simple solution, don't go there. Why do you have to waste your time, telling everyone how bad everything is. No one cares what you think, it's pretty obvious that you are just one of those terribly miserable people who delights in trying to make everyone as miserable as you are.
Apr 28, 2014 6:42PM
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Do your heart a favor don't buy that garbage. CORAVETTE


Apr 28, 2014 5:08PM
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We want them Waffle breakfast meals wrapped in bacon..  Cause we love BACON,BACON,BACON!
May 21, 2014 3:06PM
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An Egg McMuffin for $1.39, when, 2003? They're $3.15 now.
May 15, 2014 9:11PM
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Competition is good since it makes McD more accountable for the public, and more importantly their ever increasing breakfast prices. I've always been loyal to McD for breakfast, but lately have taken all of my business over to taco bell. Their bacon breakfast crunch wrap is delicious. Everything else on their menu is nasty, especially that waffle thingy featured above, and avoid anything sausage like the plague. Same can be said for McD, I only like their egg mcmuffin and I guess its personal preference. Neither really gives you a deal on their "value meals", and you're better off grabbing a drink from home and getting either the crunch wrap or egg mcmuffin. $2 for orange juice....give me a break rip off kings!
May 21, 2014 3:05PM
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maybe if MacDonald's hired illegal immigrants like Chipotle does it would be in a better position to compete
May 6, 2014 11:20AM
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Breakfast @ these fast food  places is to be -AVOIDED!!!!!!!!!!!!!!! Garbage - Simply!!= GARBAGE!!!
May 23, 2014 9:56AM
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I'm hoping y'all will drop dead from all the fat. Disgusting country.
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