Two of McDonald’s biggest competitors in the breakfast market, Jack-in-the-Box and Dunkin’ Donuts, even go as far as to suggest that the world’s largest fast-food chain has begun to steal back some of the market share it lost in recent years
“We believe a competitor’s messaging around its launch of all-day breakfast had some impact on our results, particularly in the 10:30 a.m. to noon period,” Jack-in-the-Box said last week in a public announcement of its own disappointing quarterly results.
Jack-in-the-Box shares fell 17 percent following the announcement, according to Business Insider.
“Jack in the Box sales in the last part of the quarter were lower than we anticipated as several competitors began promoting aggressive value offers,” Jack-in-the-Box said in its prepared statement.
“We also experienced weakness at breakfast and lunch throughout the quarter,” the company said.
But McDonald’s, already the unquestioned industry leader, reported quarterly sales gains for the first time in two years, even though many operators complained that breakfast preparations were slowing down operations at non-breakfast times.
Analyst Howard Penney of Hedgeye Risk Management said on Twitter that the Dunkin’ Donuts and Bojangles chains were the competitors most impacted “by the mighty @McDonaldsCorp all-day breakfast,” the magazine said.
Bojangles is a fast-food chain based in the U.S. southeast best known for its chicken and biscuits.
Indeed, Dunkin Donuts reported same-store sales had unexpectedly fallen 0.8 percent in the fourth quarter after analysts advised that McDonald’s could affect sales in the future.
Bojangles CEO Clifton Rutledge recently told TheStreet.com that “McDonald’s has taken some share,” BI said.
Bojangles is down about 40 percent since its IPO in May 2015.
