McDonald’s brings back memories with new fall treat

The McDonald’s company has updated its offer for the fall by adding a nostalgic treat to the menu. The company has reconsidered its own meal of more than thirty years ago, and the cheese Danish is back on the menu in the middle of September. A previous version of this pastry had been served at their restaurants for a short period of time in the 1980s.

McDonald’s declares it to be a limited-time offering and emphasized on the pastry being a "fresh take" on the dish they had in the past. The cheese Danish is a baked good of flaky dough stuffed with cream cheese with a buttery streusel and some vanilla on the top.

The McDonald’s decision to bring back the pastry continues a popular trend in the fast food industry, playing on nostalgic feelings. Such large actors of the industry as Pizza Hut and Burger King have recently made similar moves, with Pizza Hut bringing back its 90s logo and Burger King going back in time to the initial prices of Whoppers for a limited period of time. It’s not the first time McDonald’s employs this strategy as well, as the company frequently brings back the McRib.

The cheese Danish will be a part of the McCafé bakery lineup, which is presented by a variety of different pastries. The lineup was launched two years ago to support the declining sales of breakfast meals. The new introduced positions aided in improving the performance during the first part of the day, which became an important move for the company as their competitors were also increasing their sales.

According to the latest research conducted by NDP group, the morning sales remained on the same levels in the second quarter of the year, while there was a decline registered in other day parts, including the periods of lunch and dinner, which is linked to the price rising.

Chris Kempczinski, a CEO at McDonald’s, called breakfast “the strongest performing” period of the day, stressing out that the company’s satisfied with the results. The statement was made in the latest earnings call.

The second quarter results showed sales growth by 3.7% at the restaurants, which have been working for more than a year. The growth is connected with prices getting higher and special “value offerings” available in the regular menu and in the application.

According to the words of GlobalData analyst Carmen Bryan, McDonald’s has won the reputation of the champion of tracking down actual trends among consumers and taking advantage of it.