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Fast food breakfast wars: McDonald's vs. YUM

The battle over breakfast is heating up! In September, McDonald's announced that it will offer it's entire breakfast menu throughout the day. Today, Taco Bell unveiled a new dollar breakfast menu that will be offered nationwide.

On the "Halftime Report" our experts battled over who will win the breakfast club.

The Halftime Report's resident food connoisseur Josh Brown believes that McDonald's is leading the way. Brand tainting following scandals in Asia, as well as weak turn around prospects have spurred Yum! Brands' decline over the past year. $1 breakfast offerings likely won't change much, Brown argues, since the profit margins will be so low. When it comes to the Golden Arches, however, the believes that "they are crushing it with breakfast."

Joe Terranova agrees with Brown, saying "I don't understand Yum! Brands." He argues that the stock was finally back in a good position when they managed to "step on their own feet and slow the momentum." Taco Bell just isn't a name people think about when they want breakfast, he thinks, and the additional costs incurred by serving breakfast will cause more downside ahead.

On the other side, Pete Najarian argues that Taco Bell hasn't offered breakfast for very long, so of course it gives people pause. But with some time and marking initiatives, that can change. Given how successful McDonald's breakfast menu has been, "why wouldn't they want to go in and actually compete against McDonald's," he argues. He believes it's a great opportunity for Yum! Brands.

Trader disclosure: On March 10, 2016 the following stocks and commodities mentioned or intended to be mentioned on CNBC's "Halftime Report" were owned by the "Halftime Report" traders:

Josh Brown: Long AAPL, BABA, DE, DNKN, JMBA, LOW, LNKD, SAM, SHAK, SPWR, TWTR, XLE, XON

Jon Najarian: Long ABX, FDX, FXI, GDX, GDXJ, SCTY. Long calls AET, APA, CA, COP, DVN, FIT, JOY, IP, MCD, MDLZ, MSFT, MYL,NEM, PBR, SCHW, STO, SWHC, YHOO

Pete Najarian: Long AAPL, BAC, BMY, DIS, DISCA, GE, KMI, KMI-A, KO, MRK, PEP, PFE, SAVE, VIAB. Long calls AAL, AMJ, CLF, CMCSA, DAL, EMR, EWZ, FDX, FIT,GDX, GM, HAIN, HBAN, HOG, IP, KSS, LC, MCD, MDLZ, MXIM, NRF, RHT, SCHW, SLV, SWN, UAL, USG, WYNN, XOP, ZIOP. Long puts DB, EWH, RIG, VLO, XME.

Joe Terranova: Long VRTS