After Year of Flubs, McDonald's Loses Its Taste for Novelty

Bacon Clubhouse Burger Courtesy McDonald's

You could say 2013 was a year of experimentation for McDonald’s: Fish McBites came out in February, McWraps in March, and Mighty Wings in September—all relative novelty items for the fast-food giant. All that innovation amounted to a 0.2 percent drop in U.S. same-store sales over the year. Maybe that’s why for its first permanent addition to the menu in 2014, McDonald’s is sticking to basics: a new burger.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.