McDonald’s has outlined changes for its US restaurants as it tries to keep up with the times and with fast food trends changing on a daily basis. From January 2015 McDonald’s will ‘simplify’ its menu to make room for restaurants to offer options that are best suited for their regions. By offering greater customization, they plan to expand their ‘Create Your Taste’ offering that lets people pick the buns and toppings they want on burgers by tapping a touchscreen – a new innovation currently being offered in Southern California and soon to be rolled out nationally in Australia. CEO Don Thompson has acknowledged that McDonald’s “hasn’t been changing at the same rate as our customers’ eating-out expectations.” With consumers gravitating towards foods they feel are more wholesome and with a plethora of better alternatives to traditional fast food, McDonald’s has launched a social media campaign inviting customers to ask questions about its food in a quest to address their customers’ needs.

Reference: The Franchise Association of South Africa –

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