Speed Reads

Would you like fries with your coffee?

Burger King enters breakfast war in laziest way possible

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For a few glorious weeks, all was relatively quiet on the fast-food breakfast menu front. Gandalf's "deep breath before the plunge," if you will (…sorry).

Breaking the stalemate is Burger King, who announced this week that it will roll out a "Burgers at Breakfast" initiative by the end of this month. The chain already has a breakfast menu, so instead of trying to develop new products to compete with the Taco Bell-vs.-McDonald's showdown, Burger King is sticking with what it knows, reports actual trade magazine BurgerBusiness.

So: Burger King is literally expanding the hours when one can purchase burger items already on its menus. This is its answer to heated competition between McDonald's and Taco Bell for breakfast-sales supremacy.