McDonald’s CEO outlines changes

October 22, 2014 at 12:00a.m.

NEW YORK

McDonald’s CEO Don Thompson said Tuesday the company hasn’t been keeping up with the times and that changes are in store for its U.S. restaurants.

Starting in January, Thompson said McDonald’s will “simplify” its menu to make room for restaurants to offer options that are best-suited for their regions. To offer greater customization, he also said the company planned to expand its “Create Your Taste” offering that lets people pick the buns and toppings they want on burgers by tapping a touchscreen. The program currently is being offered in Southern California.

“We haven’t been changing at the same rate as our customers’ eating-out expectations,” Thompson conceded during a conference call outlining the changes.

The remarks came after McDonald’s said its profit sank 30 percent in the third quarter, with sales at established locations down 3.3 percent globally and in its flagship U.S. market. In the division encompassing Asia, the figure sank 9.9 percent.

Wire reports

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