McMuffin v's McBiscuit war - McDonald's lovers' up in arms as new all-day breakfast menu launched
It has been referred to as the breakfast of champions.
McMuffin lovers in the US can now enjoy their favourite breakfast at anytime of the day or night, as the fast food giant launches it's all-day breakfast menu across14,000 outlets.
However, a geographic distinction, dubbed the 'McMuffin v's McBiscuit war', has led to untold upset among hardcore fans.
The company confirmed that it will be offering either a McMuffin or a McBiscuit depending on the state in which the restaurant is located.
Judging by a map released by McDonald's the vast majority of states will be serving up the McMuffin, with only a handful of states in the deep south marked as Team McBiscuit.
In an interview with The Wall Street Journal, McDonald's USA President Mike Andres described the menu adjustment as one of the most significant moves the company has made in years.
"This is the consumers' idea.
"This is what they want us to do," he said.
McDonald's is in the midst of a revitalisation campaign that has already lead to substantial corporate restructuring and a push toward refranchising that would put the bulk of restaurant management into private hands.
Company revenues fell 10 pc in the second quarter of this year, as net income declined by 13 pc and "negative guest traffic" was prevalent "in all major segments" of company operations.