"The breakfast daypart is notoriously tricky to master in the quick-service space. It’s heavily dependent on habituation and coffee, and McDonald’s has long been the unrivaled leader.

But McDonald’s market share has eroded a bit as of late.

“When you look at our breakfast performance overall, that’s an important part of our overall sales mix, and it’s been a stronghold for us for many, many years. But we’ve just begun to lose a little bit of share at that daypart,” CEO Steve Easterbrook said during the company’s Q2 call in July.

It’s likely that one of the culprits behind this erosion is Taco Bell. According to Euromonitor, McDonald’s market share was 17.4% five years ago and 14.7% last year. Coincidentally, Taco Bell jumped into the breakfast daypart nearly five years ago.

Taco Bell officially launched its breakfast menu nationwide on March 27, 2014, supported by the brand’s largest marketing campaign ever."

Read the full article by Alicia Kelso here.

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