Taco Bell: McDonald's Breakfast Is 'Meh'

Shares of

are higher by more than 25 percent since the start of 2015 as the company's turnaround plan is showing signs of life, especially in the breakfast category.

, parent company of Taco Bell, is looking to steal some of McDonald's market share in the breakfast market. The company hasn't shied away from launching all-out attacks against McDonald's in the past and will likely continue doing so in the future. Related Link:

Business Insider

reported that Taco Bell is set to launch a series of TV ads as soon as Wednesday. The ads will argue that Taco Bell's competitors offer a "meh" breakfast while its own Crunchwrap is "a whole lot bigger than the average muffin sandwich." Taco Bell's commercial doesn't specifically call out McDonald's, or its Egg McMuffin sandwich, but the reference will likely be blatantly obvious to all.