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McDonald's tests new concepts as sales fall

The problem is that it will take time for any of those changes to pay off significantly
Monday, January 26, 2015 - 05:50
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McDonald's has simplified its menu, reducing the number of "value meal" promotions. Working to change perceptions that its food is less healthy, the firm has also begun pushing videos on social media that show how it makes its product.
BT_20150126_LEMAC26A_1477991.jpg
McDonald's has simplified its menu, reducing the number of "value meal" promotions. Working to change perceptions that its food is less healthy, the firm has also begun pushing videos on social media that show how it makes its product.

New York

IN what was one of its worst financial performances in the last decade, McDonald's reported sharp declines in sales and earnings, further evidence of the impact of tough competition and changing consumer tastes on one of America's biggest and best-known restaurant brands.