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McDonald's is adding a new treat for fall

The newest autumnal item from McDonald's lacks the flavours of maple or pumpkin. Instead, it's a throwback delight from more than 30 years ago.

The cheese Danish, a flaky pastry filled with creamy cream cheese and topped with a buttery streusel and a light vanilla drizzle, is returning to the chain's menu as of September 14. The limited-time item, according to McDonald's, is a "new spin" on a similar pastry company briefly offered in the 1980s.

It's the most recent instance of a fast food juggernaut appealing to nostalgia to pique consumer interest. Pizza Hut has went back in time by reviving its 1990s logo.

The cheese Danish is a new addition to the McCafé bakery range, which was launched in 2020 to assist boost its previously sluggish breakfast sales. The cheese Danish is offered all day long, just like the bakery's other offerings, which also include an apple fritter, a blueberry muffin, and a cinnamon roll.

McDonald's has been able to improve sales during this key time of day by altering its breakfast menu, especially when competitors have increased theirs. In time for kids to return to school, Wendy's has introduced french toast sticks.

According to a recent study by the research firm NDP Group, while lunch and dinner sales were down amid rising menu costs, morning business remained stable in the second quarter of 2022.

In a recent earnings call, McDonald's CEO Chris Kempczinski stated that breakfast was the company's "strongest performing daypart" and that the company felt good about it. It's a shift. If you recall, there were probably a lot of inquiries about breakfast a few years back, he admitted.

The second quarter saw a 3.7% increase in sales at McDonald's US outlets open at least 13 months, with the boost being fueled by higher menu prices and "discount items" on the normal menu as well as through its app.

According to Carmen Bryan, a consumer analyst at GlobalData, in a note published on Tuesday, "Over the past few years, McDonald's has established itself as the leader in identifying and capitalising on current consumer trends. The company continuously updated its menu throughout and after the pandemic, which enabled it to maintain its relevance and customers' interest.

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