McDonald's has struggled for years to win back customers from its rivals and get existing ones to come back more often. The company has said it believes that improved coffee options are a key to this effort, because "coffee creates a habit." In other words, people are more likely to visit McDonald's every day for a coffee than they are for a burger and fries. McDonald's also has made other changes to make bakery items more prominent in its restaurants, like creating customer-facing bakery display cases for muffin tops and other assorted morning goodies.