McDonald's is coming for your morning doughnut habit.
As of Feb. 20, McDonald's stores are selling Donut Sticks, or fried pieces of dough sprinkled with cinnamon-sugar. The new breakfast item is one of several ways the golden arches are cracking into breakfast beyond the Egg McMuffin.
On a conference call with Wall Street analysts, CNN reports that McDonald's CEO Steve Easterbrook says McDonald's "continue[s] to lose traffic at a greater level than we want at breakfast." Competitors like Dunkin' and Taco Bell are going big on breakfast. Starbucks always did. McDonald's wants to convince customers to come in earlier, and more often.
Plus, those Donut Sticks pair with McCafe coffee, they say.
According to a fun history of McDonalds' breakfast, Mickie D's used to sell doughnuts and other sweets at breakfastime in the 1970s. But 2019 marks the first time they're doing doughnut sticks, a spokeswoman says. Over the years, McDonald's breakfast staples have included McGriddles and oatmeal, too.
McDonald's "looked at several donut shapes," says Linda VanGosen, McDonald's vice president of menu innovation, in a statement. They landed on sticks.
Donut Sticks cost, on average, $1.69 for six or $3.29 for 12. A half-dozen Donut Sticks with a small coffee costs, on average, $2.59. (Oddly, a spokeswoman couldn't give us Texas prices.)
A rep confirms Donut Sticks will be available at every McDonald's in North Texas, every day from 6 to 10:30 a.m.