"Imitation is the
sincerest form of flattery," a spokeswoman predictably responds to Rupal Paekh's request for comment. Paekh points out that breakfast is becoming the most competitive day-part for fast food
Gary Stibel, founder-CEO of New England Consulting Group, says that Subway, Burger King and McDonald's will all see sales increases with new breakfast offerings, cutting into the share of casual and family restaurants. "The big winner here will be Subway; they've got more locations and theirs is a far more innovative menu," Stibel predicts. Karlene Lukovitz detailed Subway's plans in Marketing Daily earlier this week. Starbucks is also stepping up efforts to dish out more morning meals.