McDonald’s Corp. is changing its conventional cup of coffee for the first time in 30 years – hoping a stronger, richer blend will boost breakfast sales and better arm the burger giant in the ever hotter battle for coffee drinkers.

The new “premium roast” coffee already is being served in some Chicago-area stores, with a full nationwide rollout expected Monday. To reinforce its premium name, the more robust coffee comes in a new paper-covered styrofoam cup and black lid.

The change appears to follow a realization that Dunkin’ Donuts, Starbucks and Burger King made years ago: Americans want a richer cup of joe than the nondescript blends they’ve been offered in the past.