There’s a war brewing between breakfast fast food staples Dunkin’ Donuts and McDonald’s with the news that the Egg McMuffin maker started offering all-day breakfast beginning Tuesday.

But Dunkin’ isn’t giving McDonald’s a greater breakfast market share without a fight. Chris Fuqua, a vice president for brand marketing and global consumer insights and product innovation, was quoted by Food Business News recently on the subject:

I think competition exists every single day of the year in our industry. Breakfast is the biggest part of Q.S.R. [quick service restaurants] that’s growing. When one of the biggest players out there gets into breakfast all-day, obviously we pay attention.

He added, “I think the reality is, if we execute our plans well, if we go out there and deliver a great coffee experience, a great breakfast sandwich experience, we deliver a variety of donuts and we execute well on our stores, we can fight anybody any day. I have a great deal of confidence in it, and I think the Perks Program helps us do that as well.”

Fuqua was optimistic, too, about the brand’s future despite growing competition. “We think we have our place as well, and we’re going to keep going strong,” he said.

For more on McDonald’s all-day breakfast, Fortune reported on some pros and cons. In other Dunkin’ news, here’s what the CEO had to say recently about $15 minimum wage.