McDonald’s free coffee is the fast food chain’s current–and very popular–campaign to draw in morning people for a meal on the go. The offer started Tuesday, September 16th, and continues through the 29th. Patrons need only to visit their local McDonald’s between the hours of 7:00 AM and 10:30 AM (or whatever their local store’s hours are–these are typical hours) and ask for a small cup of coffee.

The reason behind this marketing effort is to win the fast food breakfast war–something launched by Taco Bell in a new campaign earlier this year. Their franchise even enlisted the help of people from around the country named Ronald McDonald to gain some extra–and likely much-needed–attention.

The McDonald’s Free Coffee campaign issued a press release about the latest giveaway.

“This event builds on McDonald’s first-ever Free Coffee Event launched in March, when the company gave away millions of cups of free coffee during the two-week period,” the statement reads.

Even the rooster wasn’t a morning person before @McCafe #FreeCoffee. Coming 9/16. pic.twitter.com/4JV840SyD1

— McDonald's (@McDonalds) September 14, 2014

The goal, of course, is to lure people in for that McDonald’s free coffee, and hope that while they’re there they’ll also indulge in a pancake breakfast, Egg McMuffin, or a few hash browns.

Time magazine reports that the promotion comes on the heels of a terrible August for the franchise–with sales down a whopping 3.7 percent. History has proven that these giveaways enhance sales, so the big guys at McDonald’s have high hopes for the McDonald’s free coffee campaign.

The L.A. Times says McDonald’s is in it to win the breakfast war, adding that not only has Taco Bell rolled out its own breakfast options, but Burger King announced last month it was buying coffee-and-doughnut chain Tim Hortons in a clear play for the breakfast market. In California, McDonald’s faces competition from Dunkin’ Donuts, which has begun to push its way rather aggressively into the state.

Have you picked up your cup of McDonald’s free coffee yet? Make sure you do so–every morning between now and September 29th.