The McDonald’s breakfast menu (NYSE:MCD) is constantly changing as the restaurant seeks new ways to attract consumers to its locations for something other than burgers and fries.
And while the burger chain has experienced success with its meat, egg and cheese McMuffins, it is always thinking of new ways to add more breakfast customers to its fold. The latest McDonald’s breakfast menu will feature Donut Sticks, which are exactly what they sound like.
The new item consists of doughnut sticks that are dusted with cinnamon and sugar, which the chain hopes will help it take the lead in the breakfast wars over other fast food giants. The new Donut Sticks will be available at most company stores around the nation starting on Feb. 20 and they will be available for a limited time.
Other chains have rolled out similar items in recent years, including Dunkin, which rolled out its own Donut Fries for a limited time last July. It makes sense for McDonald’s to try out a similar item as Dunkin has had success with its own product–rumors of the Donut Sticks have been incoming since the beginning of 2019.
“We initially tested them in select Illinois restaurants in early 2018, and then again in October 2018,” said Linda VanGosen, McDonald’s vice president of menu innovation, in a statement. “We looked at several donut shapes, tested a variety of doughs and even worked to get the amount of cinnamon sugar just right for the recipe.”
MCD stock is sliding about 0.3% on Monday following the news.