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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 Sharrett

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.