McDonald’s Corp. wants customers to eat more breakfast during breakfast.

When the fast-food giant three years ago responded to widespread demand for breakfast beyond 10:30 a.m. by offering McMuffins, hot cakes and sausage burritos all day, consumers cheered—and so did investors. McDonald’s business got an immediate jolt, and all-day breakfast buoyed sales for nearly a year.

But the availability of breakfast anytime led to unintended consequences. More customers are forgoing morning visits and getting their McMuffin fix in the afternoon and evening, according to some franchisees. McDonald’s has blamed slowing U.S. sales in recent quarters on softness in its morning breakfast business.

McDonald’s recently added new Triple Breakfast Stacks, for a limited time, in an effort to generate excitement on a menu that has seen little change. The breakfast sandwiches with extra meat are offered beyond traditional breakfast hours only upon request.

The company is pushing the idea of a “holistic” breakfast, with ads encouraging customers to pair its breakfast items and McCafe coffee drinks, and it is testing baked goods including coffee cakes and muffin tops. McDonald’s has also started offering more competitive breakfast deals, including breakfast sandwiches for $1.