First quarter burger showdown winner Burger King (QSR) is aiming next at archrival McDonald’s (MCD).

This time, it’s getting behind Croissan’wich breakfast sandwiches, which have long competed with McDonald’s Egg McMuffin.

“Our breakfast business has been consistent, but I think much like the Whopper, it deserves elevation. And so the team is working on breakfast,” Burger King US and Canada president Tom Curtis said on Yahoo Finance’s Opening Bid (video above).

Curtis declined to say what was coming specifically, but hinted that eaters will find out soon.

“You will find an elevated experience and an elevated croissant in your future,” Curtis added.

Burger King and its longtime breakfast sandwiches rank a distant fifth in the breakfast category. The chain is behind McDonald’s (1), Starbucks (SBUX) (2), Wendy’s (WEN) (3), and Dunkin’ (4). But the breakfast business is so lucrative, even taking a small bite out of McDonald’s and others could be a difference maker.

The fast food breakfast industry has grown into a massive economic engine, currently valued at approximately $42 billion in annual sales in the US alone. As of early 2026, breakfast has become the most important growth driver for quick-service restaurants. It represents nearly 25% of total industry traffic as consumers return to pre-pandemic commuting patterns and seek “value-oriented” morning options amid persistent food inflation.

BK already has one big W on the scorecard this year.

Restaurant Brands (QSR) said this week its Burger King US chain delivered a 5.8% same-store sales increase in the first quarter. The result outperformed the quick-service restaurant industry by more than five points, Bernstein analyst Danilo Gargiulo said.

It also bested McDonald’s (MCD) — its US business posted a same-store sales increase of 3.9% in the first quarter today.

“It’s a zero-sum game. It’s not a growing category,” Curtis said. “But we’ve proven to ourselves that if you do offer a better experience and a better core product, you can absolutely grow.”

Brian Sozzi is Yahoo Finance’s Executive Editor and a member of Yahoo Finance’s editorial leadership team. Follow Sozzi on X @BrianSozzi, Instagram, and LinkedIn. Tips on stories? Email brian.sozzi@yahoofinance.com.

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