McDonald's has not seen any difference in overall sales since Taco Bell introduced its breakfast menu last month.
McDonald's president and chief executive officer informed financial analysts about the update in a conference call on Tuesday, Food Business News reported.
"We have had some of our major competitors that have made runs at breakfast, and it seems every year there is someone new that is making a run and none of them have really stopped their focus on breakfast," Don Thompson said. "Our breakfast continues to be a positive driver in our business in the U.S. and actually, sometimes, when these entrants come in, it causes us, it forces us, to focus even more on being aggressive relative to breakfast."
Thompson said additional forces in the breakfast game can sometimes bring in more revenue for the company.
"One of the things that happens at breakfast if anyone enters, customers will try the breakfast, that it is new, it will be something that they have not seen in the marketplace, so we expect customers to try it. But what we are also confident in is our ability to execute our breakfast." Thompson said.
Taco Bell's president said the franchise restaurant's food category was doing well when the menu, which includes the Waffle Taco, launched throughout the United States on March 27, according to a press release.
"Breakfast is the fastest growing day part in QSR, and until now, consumers have been stuck with the same old breakfast sandwich choices everywhere they turn," Brian Niccol said in a statement. "We intend to break the boring breakfast routine by making mornings fun again. By reinventing the traditional tastes of breakfast in a way that only Taco Bell can, we'll give America a fresh new perspective on classic breakfast, with the value we're famous for. And we'll support it with a marketing campaign that challenges the status quo."
Other breakfast menu items from Taco Bell include the sausage, steak and eggs burrito, an A.M. grilled taco with bacon or sausage, the flatbread melt, hash browns, and more. Customers can purchase these products from 7 a.m. to 11 a.m. daily.
McDonald's has looked into possibly adjusting the company's breakfast lineup by offering its famed sandwiches and wraps past 10:30 a.m., but kitchen space and required equipment have proved problematic for the change.
