Fast food restaurants are increasing their emphasis on breakfast, directly competing with convenience services operators who are expanding their own breakfast offerings, particularly in micro markets. The latest news in the "breakfast wars" includes Wendy's celebration of its nationwide breakfast launch March 2 with the awarding of a coupon book to the first 100 drive-thru customers at participating Wendy's® restaurants in Florida and South Georgia and McDonald's declaration of that same date as National Egg McMuffin Day. McDonald's customers who download the restaurant chain's mobile app can get a free Egg McMuffin that morning.
March 2 is also the beginning of National School Breakfast Week, which celebrates the school breakfast program Congress permanently established in 1975.
