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Crain’s Chicago Business reports that Subway plans to begin selling breakfast sandwiches at its 22,000 US locations, creating yet another challenge to McDonald’s longtime dominance of the morning fast food business.

The breakfast sandwiches -which include omelette sandwiches with a variety of toppings - will hit stores in early April after a year of testing in select markets.

“There are a number of other competitors of ours that are trying to suss out the breakfast opportunity, and I'd rather be in the market before they get there,” Tony Pace, chief marketing officer at the Subway Franchisee Advertising Fund Trust, tells Crain’s. “Is there going to be competition now? Of course. And it’s going to be fierce.”
KC's View:
They’re not just going to competing with McDonald’s for share of stomach. They’ll be competing with everyone who sells cereal, milk, bananas, yogurt, frozen waffles, etc...

This is the point that Philippe Schaillee, senior vice president and chief marketing offer for Sara Lee, was making at the Symphony IRI Summit in San Antonio this week. Even while drilling down to get more specific about customer needs and preferences, it is critical for marketers to take the broad view of the marketplace, keeping a contextual view of meal opportunities, and fighting for as much share of stomach as possible.