McDonald’s is scrapping the baked goods in its McCafé range after less than 3 years

• McDonald’s is stopping its McCafé baked goods.
• The apple fritter, blueberry muffin, and cinnamon roll are being phased out, starting this month.
• They were launched less than three years ago as part of McDonald’s bid to boost breakfast sales.

McDonald’s will stop selling the baked goods in its McCafé range, multiple news outlets reported.

The McCafé Bakery menu had three items: an apple fritter, blueberry muffin, and cinnamon roll. All three are being phased out, starting this month, CNN reported.

McDonald’s added the items to its all-day menu in October 2020, marking its first new bakery products in eight years. The baked goods are designed to be paired with its McCafé coffees and were intended to boost breakfast sales, a meal that had struggled to rebound from the pandemic.

Since its launched the McCafé Bakery menu, some temporary items have been added to its lineup, including a cheese Danish and pull-apart doughnut. Though these two items were marketed as a time-limited menu addition, McDonald’s had described the three baked goods now being scrapped as part of the “core McCafé Bakery lineup” and said that they became “instant fan-favorites.”

Regarding the decision to now remove the items from its menu, McDonald’s told CNN it was “always listening to our fans and adjusting our menu based on what they crave.”

The company didn’t immediately respond to Insider’s request for comment.

Some people have voiced their frustration about the decision on social media, though others have used it as an opportunity to express their dislike of the baked goods. “They were an abomination,” one user posted on Twitter. “These items were so artistically contrived that it ruined the experience and idea of the food itself forever.”

The chain will continue selling chocolate chip cookies and apple pie as well as McFlurrys, sundaes, and shakes on its regular menu. McDonald’s is also selling Krispy Kreme doughnuts at some restaurants in Indiana and Kentucky.

But the removal of the McCafé Bakery items doesn’t necessarily signal that the chain is giving up on regaining its breakfast share. McDonald’s trialed cold brew coffee at some southern California restaurants earlier this year.

At its January earnings call, CEO Chris Kempczinski told investors that coffee was a “big opportunity” for the burger chain.