A couple weeks ago, a colleague wrote about the much anticipated #AllDayBreakfast campaign–McDonald’s latest attempt to reverse sliding sales.
As of Oct 5, the all-day breakfast menu has finally arrived, ushering in a new era of breakfast-menus and lots of playful insults and criticism from other major brands with a stake in the breakfast market.
IHOP led the attack on the fast-food giant, dishing out criticism via their Twitter several days before the official launch of #AllDayBreakfast on the McDonald’s Twitter account at 7 p.m. on Oct 5.
After McDonald’s made their official announcement, the tweets from their 24-hour breakfast rivals just kept coming. In fact, the battle of the brands garnered so much attention that #BreakfastBeef, a hashtag created by Twitter users, began trending.
IHOP may have been first, but it certainly wasn’t the only brand to poke fun at the campaign. Denny’s chimed in with a funny, less aggressive tone:
And even 7-Eleven weighed in with a similar message, although it seems a little out of their market. I have never thought of a gas station as a place I’d like to stop and grab breakfast, but they seem to think they have that reputation, so they joined in too:
Dunkin’ Donuts took it a step further and created a hashtag of their own in response to the #AllDayBreakfast campaign. This has the potential to create more engagement than merely using #AllDayBreakfast in their tweets like Denny’s and 7-Eleven, as supporters can do more than just favorite or retweet. However, I question how successful they will be able in playing off another brand’s campaign.
Although there were several other major brands that joined the discussion, I’ll end with Carl’s Jr. They, too, developed their own hashtag to play off McDonald’s launch, but their campaign has nothing to do with breakfast. Burgers are their business and they know it:
In their tweet, they were able to get their jab in at McDonald’s while also establishing their own hashtag and changing the subject back to their main market: burgers. Like many of these brands, they had several related tweets on the subject as well. However, as with the Dunkin’ Donuts hashtag, I am not sure how much traction the #AllDayBurgers will gain (nor am I sure it was really their intent). Perhaps, the communications team was looking more for a clever response and less for an actual message.
Regardless of intent, I find the different brand approaches interesting. When I saw the IHOP Twitter feed, I thought it was a fake account because of its informal tone and language. I still cannot believe that this is an official company Twitter account, but with more than 200,000 followers, I suppose it is working for them. It was also surprising to see how aggressive the brand appeared against #AllDayBreakfast, especially compared to the other brands who were much more playful.
What do you think of these different approaches? Which brand do you think had the best response and why? Do you like it when brands interact with each other in this way? Let us know what you think in the comments!