McD's offers free coffee to attract the breakfast crowd

McDonald's is offering free coffee to its customers for a limited time as competition for the breakfast crowd intensifies and amid a sales slump.

McDonald’s announced  that participating U.S. restaurants Friday that participating U.S. locations will offer small cups of McCafe coffee at no charge during breakfast hours from March 31 through April 13.

According to McDonald's they said that this is the first time it's ever had a free coffee event nationwide. Its McCafe product line, which also includes iced coffees and other drinks, debuted in the U.S. in 2009.

The free coffee announcement came after the March 27 launch of Taco Bell's national breakfast campaign   It also follows four consecutive months of declining sales at McDonald’s established U.S. restaurants. The Oak Brook, Ill., company is hoping that the coffee giveaway will bring in new customers. It's also a way to get existing customers to come in more frequently. And it's likely that those stopping by for a free coffee might be tempted to pick up a breakfast sandwich or other items while there.

Breakfast comprising about 20 percent of its U.S. sales is an important component of McDonald's business.