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Who is losing the breakfast battle? : A case study of McDonald's and Taco Bell /

This case study focuses on the breakfast advertising battle between McDonald's and Taco Bell. Fast food chains have steered their focus toward the attractive breakfast market to maximize sales in every possible day part. Although it is not very common, it is not new to attack competitors throug...

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Bibliographic Details
Main Authors: Ramasubramanian, Kalpagam (Author), Khan, Mahmood A. (Author), Pham, Victoria (Author)
Format: eBook
Language:English
Published: London : International CHRIE, 2016.
Series:SAGE Business Cases.
Subjects:
Taco Bell (Firm) > Marketing > Case studies.
McDonald's Corporation > Marketing > Case studies.
McDonald's Corporation
Taco Bell (Firm)
Fast food restaurants > Marketing > Case studies.
Breakfasts > Marketing > Case studies.
Fast food restaurants > Marketing
Marketing
Electronic books.
Case studies
Case studies.
Études de cas.
Online Access:Connect to the full text of this electronic book
Description
Summary:This case study focuses on the breakfast advertising battle between McDonald's and Taco Bell. Fast food chains have steered their focus toward the attractive breakfast market to maximize sales in every possible day part. Although it is not very common, it is not new to attack competitors through marketing campaigns. Taco Bell did exactly that to promote their new breakfast menu in March 2014 by using Ronald McDonald's name. McDonald's immediately responded using a creative advertisement. The case illustrates how competitive and combative advertisements can have a positive or negative impact. Several examples of advertising are provided to help in understanding the theoretical underpinnings.
Item Description:Originally Published InRamasubramanian, K., Khan, M., & Pham, V. (2016). Who is losing the breakfast battle? A case study of McDonald's and Taco Bell. Journal of Hospitality & Tourism Cases, 5(1), 58-73.
Physical Description:1 online resource : illustrations.
Bibliography:Includes bibliographical references and index.
ISBN:9781529713008
1529713005