McDonald’s McCafe is posing a major threat to Dunkin Donuts

Ron Antonelli | Bloomberg | Getty Images

An employee fills a coffee order at a Dunkin’ Donuts location in Ramsey, NJ.

The morning coffee rush may be smooth sailing for Dunkin’ Donuts, but when it comes to selling cups of Joe later in the day, the chain is struggling.

Competitors like McDonald’s and Burger King have taken a toll on afternoon sales, Dunkin’s CEO Nigel Travis said during the Jefferies Consumer Conference in Nantucket, Massachusetts, Wednesday.

“It’s becoming a little bit more crowded, a bit more aggressive, but I think that’s what Dunkin’ enjoys,” Travis said. “We enjoy fighting hard around the country.”

Travis’ comments sent shares down nearly 4 percent Wednesday.

Since jumping into the coffee fray, McDonald’s has benefited from pricing its beverages far lower than its direct coffee competitors like Starbucks and Dunkin. The chain has doubled down on its value offerings, serving up $1 soft drinks and $2 McCafe beverages that include coffee, Frappes and lattes.