McDonald's Takes On Its Breakfast Competition With A New Sweet Menu Addition

McDonald's (MCD) has hit back at its breakfast rivals with a new sweet addition to its McCafe Bakery menu.

The burger chain is adding a Cheese Danish this fall, which it hopes will win over customers for breakfast, the meal that McDonald's credits for increasing sales during the pandemic, according to CNN.

McDonald's CEO Chris Kempczinski said during a recent company earnings call that breakfast was its "strongest performing daypart," as reported by CNN.

McDonald's will roll out the Cheese Danish at participating restaurants starting on Sept. 14 where it will be served all day along with its other McCafe menu items.

McDonald's McCafe Bakery line, which was introduced in November 2020, also includes an Apple Fritter, Blueberry Muffin, and Cinnamon Roll.

The Cheese Danish is a flakey pastry with sweet cream cheese filling and buttery streusel and light vanilla drizzle on top.

McDonald's said the Cheese Danish is a "fresh take" on a pastry it offered back in the '80s.

The Cheese Pastry will go head-to-head with a new breakfast launch from Wendy's, which introduced French Toast Sticks as it also looks to appeal to customers searching for nostalgia with its latest menu item.

As of Tuesday at 11:07 a.m. ET, shares of McDonald's were trading at $255.80, up $1.29 or 0.51%.