CREAM, the Bay Area–based dessert franchise that specializes in high-quality ice cream sandwiches and other confections, announced a new Monday-through-Thursday happy hour at all locations from opening until 2 p.m., starting on September 29.

Customers can curb their afternoon CREAM cravings with $2 ice cream sandwiches, $3 CREAM Tacos, and $1 off shakes.

“Not everyone enjoys to admit it, but ice cream is craved at all hours of the day. We wanted give our customers a little extra incentive to stop by their favorite CREAM location during the afternoon with some irresistible deals,” says CREAM president and COO Jim Ryan.

CREAM, which is an acronym for “Cookies Rule Everything Around Me,” offers a menu of 20 ice cream flavors and 16 cookie flavors and as many as 15 toppings that customers can mix and match, including vegan and gluten-free options. While the ice cream sandwiches are the main draw, CREAM also has milkshakes, floats, malts, scoops of ice cream and other baked goods, such as “The Cream Taco,” a waffle cone–shaped like a taco loaded with ice cream and toppings.

“Once a customer tries one of our products, they almost always come back for more. We encourage some newcomers to stop by a CREAM Happy Hour on lunch break or in between class and enjoy a sandwich, a CREAM taco or a shake at discount,” Ryan says.

CREAM currently has 21 locations open and operating throughout California and Las Vegas, with plans to expand its national footprint over the next several years. According to Ryan, 30–40 new CREAM stores will open in 2015, and by the end of 2016, there could be as many as 150 stores nationwide.