article_snippet: Some referred to the back-and-forth as 'the breakfast wars.'
article_snippet: parent company Yum Brands Inc. Taco Bell CEO Brian Niccol said breakfast has been holding steady at about six per cent of sales.
article_snippet: That's compared with between 20 and 25 per cent for McDonald's, which has been playing up McDonald's own offerings by noting McDonald's cracks fresh eggs to make Egg McMuffins.
article_snippet: parent company Yum Brands Inc. Taco Bell CEO Brian Niccol breakfast is having on McDonald's's Corp., which has been struggling to hold onto customers more broadly amid intensifying competition.
article_snippet: But others have been pushing into the breakfast category more aggressively as well, including Starbucks, which revamped its sandwiches last year.