Wendy's officially re-entered the breakfast wars on Monday when it launched a new breakfast menu across the U.S. Part of its ad campaign focused on attacking McDonald's, the current fast food breakfast king. How did McDonald's respond? McD's could have gotten caught up in a war of words with Wendy's. Instead, the company declared Monday, March 2 (the day of Wendy's new breakfast launch), "National Egg McMuffin Day." Additionally, McDonald's invited customers to enjoy a "free, freshly prepared Egg McMuffin at participating McDonald's nationwide," by simply downloading the McDonald's mobile app and making an order. With this strategy, McDonald's simultaneously: -focuses attention on its business, rather than a competitor; -detracts from Wendy's big launch by taking away potential customers; and, -builds loyalty while gathering consumer insights through its mobile app. Interestingly, Wendy's seems to have recognized the genius in McDonald's' strategy. (Read more in today's column.) #mcdonalds #wendys #pr #advertising #strategy #leadership #management #EmotionalIntelligence #MakeEmotionsWorkForYouNotAgainstYou …see more