According to CNN Business, breakfast is the “final frontier” for fast food and restaurants.
McDonald’s has led the breakfast market since 1971 but in recent years has lost ground to Taco Bell and Dunkin’ Donuts, CNN Business reported.
To keep up, McDonald’s has added a new breakfast item to the menu: McCafé Donut Sticks.
The donut sticks are served warm with cinnamon sugar and come in packs of six or 12. The donut sticks will debut on Feb. 20 and will only be available for purchase during breakfast hours.
According to Business Insider, McCafé Donut Sticks will be the company’s first “major change” in breakfast items in over a decade.
“We want to do better at breakfast,” McDonald’s CEO Steve Easterbrook told Business Insider in an article published in January. “We’ve got some initiatives in place, which we’re going to see out through the next few months and also some new food news, which we think will re-energize the day part.”
In addition to adding a new breakfast item, CNN Business reported that McDonald’s is looking for new ways to bump customer numbers.
According to CNN Business, Easterbrook said one option is adding more staff during morning hours. Additional kiosks are planned to pop up in stores and new app features will help personalize the menu to each customer’s tastes, according to CNN Business.