Taco Bell Breakfast War Escalated by McDonald's McGriddle (Video)

Tuesday, 15 Apr 2014 07:25 AM

By Alexandra Ward

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The Taco Bell breakfast war raged on this week as McDonald's followed up its free coffee push with a new marketing campaign for the McGriddle in hopes of edging out the infamous Waffle Taco.

A recent Citi Research survey interestingly found that consumers prefer Taco Bell's new 14-item breakfast menu over the McDonald's one 33 percent to 24 percent.

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"The initial indications are positive for Taco Bell," Citi Research analysts wrote in a report. "While this development is clearly not a positive for McDonald's, it is still early and it may be possible for both McDonald's and Taco Bell to continue to grow at breakfast at the expense of other competitors."

Taco Bell unveiled its new breakfast menu, which features such creations as the Waffle Taco, A.M. Crunchwrap, and Cinnabon Delights, last month with a wave of advertising targeting its top competitor — McDonald's.

The chains traded social media barbs on Twitter, YouTube, and Instagram over the last few weeks, with Taco Bell going after Ronald McDonald and McDonald's using the Mexican restaurant's iconic Chihuahua mascot in one of its Twitter ads.

In what appeared to be an attempt to lure back customers, McDonald's then announced it was offering free cups of McCafe coffee from March 31 to April 13, and now it seems the chain has launched a new McGriddles campaign.

The campaign includes new commercials and an interactive website, which playfully showcases how the pancake/muffin hybrid helps out in different life situations.

"You know it's a McGriddles Morning when the dog drools enviously at you . . . and you don’t even have a dog (Once you get a McGriddles, you'll get it)," one of the blurbs reads.

"You know it's a McGriddles morning when your boss promotes you. To his own position (Once you get a McGriddles, you'll get it)."

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