Attempting to attract a new type of customer, McDonald’s taking the focus off its value menu by adding premium products at a premium price.

The latest marketing campaign gives patrons in 9,600 or McDonald’s 14,100 stores the opportunities to add steak to any breakfast sandwich. The option was added last month and will appear in advertising campaigns as the franchise continues its promotion.

McDonald’s and other fast food companies have previously focused on value items, but a recovering economy and increased business for fast-casual restaurants have led McDonald’s to change its focus.