Tim’s, McDonald’s breakfast war heats up

Tim Hortons has fired off another round in the breakfast war among Canada’s quick-service giants, introducing its own version of rival McDonald’s Egg McMuffin breakfast sandwich.

Tim Hortons, which gave McDonald’s some serious competition in the breakfast segment in 2006 when it began offering a hot morning sandwich on a baked biscuit or a bagel, has avoided selling an egg sandwich on an English muffin, which has about half of the calories of a bagel, until now.

Canada’s biggest coffee chain has seemingly triumphed in the breakfast sandwich segment over competitors McDonald’s and Starbucks with a 51 per cent share in the category, but market researcher NPD Group Canada says consumers still buy one in four breakfast sandwiches in Canada on an English muffin.

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