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McDonald's
Fast-food industry waking up to breakfast's potential
Fast-food industry waking up to breakfast's potential

Forty-three years ago, Santa Barbara McDonald's Corp. franchisee Herbert Peterson shaped an egg, using Teflon rings, to fit perfectly on top of an English muffin, creating the first fast-food breakfast sandwich and transforming America's eating habits. The Egg McMuffin still reigns as the breakfast champion, but every fast-food chain has tried to topple the ham-and-egg sandwich. Now, even eateries that most would not equate with breakfast food are entering the fray. Taco Bell, long known for lunch and dinner offerings, has launched a major marketing campaign touting its breakfast waffle tacos. That's because breakfast, once a small portion of revenue, generated $34.5...

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