Popular chains caught in free food fight
Restaurants across Canada are taking a bite out of the competition by doling out free breakfast.

By 8 a.m. Tuesday morning, the breakfast sandwich assembly line at the Subway restaurant on Granville St. in downtown Vancouver was in overdrive—English muffin, pre-cooked egg, sliced ham and cheese, then into the oven. Brush away crumbs. Repeat. Despite the frantic pace, the lineup spilled out the door and down the street, drawn by that siren call of the tired and hungry morning consumer—a free breakfast and coffee.
There may be no such thing as a free lunch, but when it comes to breakfast, fast-food chains are doling out meals and coffee to anyone who’ll take them. Last November, Burger King Canada gave away free coffees every Friday, having earlier handed out complimentary breakfast sandwiches. Subway’s one-day breakfast and coffee giveaway was its second in 10 months. Meanwhile, McDonald’s has blitzed the morning crowd with free coffees five times since 2009, with each event lasting between one to two weeks.
The goal is invariably the same each time—to get as many new people as possible to try their offerings with the hope that some moochers come back for more as paying regulars.
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