• Ad Age, Thursday, December 21, 2006 11:47 AM

The value menu is becoming the latest tactical battleground in the fast feeders war to win over consumers of breakfast meals--a market that is now as big as the entire pizza category, with more than $30 billion in annual sales.

McDonald's, which began running TV spots in October to promote its Breakfast Dollar Menu and More, is being tested in as many as 20 markets nationwide. Items on the buck-or-less menu include the sausage biscuit, chicken biscuit, sausage burrito, fruit and yogurt parfait, two hash browns, 16-ounce soft drink, and 12-ounce coffee.

Burger King is also testing a morning value menu in New York, with hopes of becoming the first chain to launch nationally. This spring, it plans to roll out a menu that likely will offer six items for a buck or less, and a few more items at $1.39 or less, according to a knowledgeable executive.

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