Why McDonald's Turnaround Plan Isn't Working
The clock is ticking for the fast-food giant to get in shape as competition intensifies
McDonald's domestic business has yet to improve.
Photographer: Luke SharrettThis article is for subscribers only.
What is McDonald's doing wrong?
The fast-food chain is pursuing an 18-month effort to turn its business around. In July, it announced it would reposition the brand through better value, service, marketing, and menu options. Now, about a third of the way through its turnaround plan, the effort has focused heavily on marketing and has yet to pay off as same-store sales continue to slide.