According to USA Today, the fast-food industry is gearing up for a war.

On breakfast.

Yep, the breakfast market is said to be worth $77.6 billion, which makes it very appealing to the fast-food giants, who believe staking a piece of that market “can mean the difference between growth and stagnation.”

Since people generally don’t venture much when it comes to breakfast foods, this means that fast-food companies are going to have to really push their new breakfast menus to consumers. And that means getting people to try fast-food breakfasts other than at McDonald’s, which is the fast-food breakfast leader.

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