If the experiment goes well, we could one day live in a world where you can walk into a McDonald’s at any time and order a sausage biscuit, instead of only getting it on those miscellaneous early mornings when it’s the only viable option. But there’s a chance that this move comes as a response to external pressures, because there’s a new name looking to dominate fast-food breakfast: Taco Bell.
McDonald’s has had its supremacy challenged before. Up until the 60s it was the one and only name in quick burgers, but then smaller players like Burger King, Hardees and Wendy’s entered the arena, eating up significant chunks of McDonald’s control of the market