He also sensed that customers were looking for something more than just hot glazed donuts, Morgan told Bloomberg. "We weren't getting a lot of verbal complaints," he said. "But we also were not getting the sales we thought we should." Adding healthier food options and specialty coffees to fast-food menus has been a growing trend. McDonald's began offering salads years ago. It also famously added oatmeal to its breakfast menu recently as well. But one critic argued that with the addition of brown sugar, maple flavoring, fruit and raisins, the item "has about the same amount of sugar as a Snickers bar, has about the same amount of calories as one of their hamburgers, costs more than one of their hamburgers," said Mark Bittman, a food author and blogger for The New York Times. (But that's another matter).
Starbucks also offers hot oatmeal, with options to add brown sugar, dried fruit and a nut medley.