McDonald’s answer to breakfast slump: Triple Breakfast Stacks

Are Donut Sticks McDonald’s next breakfast play?

Company doubles down on breakfast amid reports the fried dough item will be added this year

McDonald’s “renewed breakfast commitment,” which it outlined in October amid declining morning market share, led it to introduce its first new breakfast item in five years that month.

Less than three months later, a report from Business Insider says the chain is eyeing another a.m. addition: Donut Sticks.

“The strips of deep-fried dough, sprinkled with cinnamon sugar, will be available only during breakfast hours,” and would be added in February, the publication reported.

Chicago-based McDonald’s declined to confirm the accuracy of the publication’s report.

A spokeswoman for the chain also declined Friday to confirm the Donut Sticks report. Instead, McDonald’s would only say that new breakfast items are part of the company’s 2019 product pipeline.

“In recent years, All Day Breakfast, more McCafé choices and new breakfast tastes, like our Triple Breakfast Stacks, are all proof of our renewed breakfast commitment,” spokeswoman Andrea Abate said in a statement. “Expect more delicious and craveable news to come in 2019.”

In late October, McDonald’s said it planned to beef up its morning grub menu because it was losing share at breakfast. Just 24 hours later it announced the introduction of Triple Breakfast Stacks, a trio of double meat and double cheese breakfast sandwiches.

The rumored new addition bears a striking resemblance to rival Dunkin’s Donut Fries, which helped boost sales for the brand in its latest quarter.

Canton, Mass.-based Dunkin’ said it is not surprised to learn that other brands could be copying its hot-selling snack item.

The mini, churro-inspired sticks became one of the brand’s best-performing LTO bakery items after being introduced nationwide in July. The $2 Donut Fries, available through the end of last year, were made with croissant-style doughnut dough and tossed in cinnamon sugar.

“We’re not surprised to see competitors imitate our success with Donut Fries given their popularity with customers, and we will continue to lead the way in introducing fun, unique, delicious items that bring smiles and keep people energized any time of day,” the company said in a statement.

Contact Nancy Luna at [email protected] 

Follow her on Twitter: @fastfoodmaven

TAGS: Menu Marketing
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