McDonald's (MCD) - Get Report will kick its recent health initiative to the curb and offer croissants, muffin tops and a sundae topping bar to lure in customers from 2 p.m. and 5 p.m. when traffic slows between meals, Bloomberg reported.
McDonald's and other fast food chains struggle during the hours in between lunch and dinner. Only about 5% of McDonald's business happens during non-meal times.
McDonald's CEO Steve Easterbrook has called snacking and coffee "underdeveloped opportunities" for the chain. But the fast food giant isn't the only company working to entice customers during off-peak hours.
Wendy's Co (WEN) - Get Report has sold 50-cent Frosty desserts after lunch, Starbucks Corp (SBUX) - Get Report offered "Frappy Hour" drink specials and treat receipts for discounts after 2 p.m. and Zoe's Kitchen Inc (ZOES) rolled out "adult lunchables" for snacking between meals.
McDonald's treats are certainly on the indulgent side. A small McCafe chocolate chip frappe costs only $2, but has more than half a day's worth of saturated fat.
McDonald's stock traded up premarket.
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