McDonald's - The context

In 1972, McDonald's Restaurants launches its Egg McMuffin, effectively creating the morning daypart as a new market segment for quick service restaurants. Yet, in Canada during the following years, a major competitor builds its own national reputation by providing a one-two combination of coffee and donuts. With the morning meal turning into such a high stakes category, McDonald's decides to innovate again and go head-to-head against the competition with a new baked biscuit sandwich line-up.