SAN FRANCISCO (CBS SF) — McDonald’s is hitting back against a glut of breakfast competition by luring customers with free coffee.

The fast-food giant will offer free small cups of McCafe coffee beginning Monday March 31st during normal breakfast hours at participating restaurants.

Competition from other fast-food chains has taken a bite out of McDonald’s foothold in the breakfast segment.

Taco Bell’s recently launched Waffle Taco and accompanying advertising campaign has put increased pressure on McDonald’s, which has announced it is also considering extending its breakfast hours.