Over the past few years, consumers have been slightly less inclined to choose fast food when they’re feeling hungry during the middle of the day, and the major players are attempting to change that.
To attempt to entice customers in during those pesky hours between lunch and dinner, Bloomberg reports that McDonald’s is testing premium desserts including croissants, muffin tops and a new sundae-topping station to lure people in.
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“You’re going to have to give customers a real reason to come in during that off-peak hour,” Peter Saleh, an analyst with BTIG in New York explained of non-meal times like the hours between 2 p.m. and 5 p.m., noting that only around five percent of McDonald’s customers show up during that zone.
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Around 700 McDonald’s are testing the initiative, which includes indulgent fare like a turtle brownie sundae and McCafe chocolate-chip frappe. Some stores are also testing out clear display cases showing off items like muffin tops, petite pastries, croissants and apple pies, as well as topping stations for sundaes and other sweet treats.
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