McDonald's Big Mac turns 50

NEW YORK (AP) — McDonald's is fighting to hold onto customers as the Big Mac turns 50, but it isn't changing the makings of its most famous burger.

The company is celebrating the 1968 national launch of the double-decker sandwich whose ingredients of "two all-beef patties, special sauce, lettuce, cheese, pickles, onions and a sesame seed bun" were seared into American memories by a TV jingle. But the milestone comes as the company reduces its number of U.S. stores. McDonald's said Thursday that customers are visiting less often. Other trendy burger options are reaching into the heartland.

The "Golden Arches" still have a massive global reach, and the McDonald's brand of cheeseburgers, chicken nuggets and french fries remains recognizable around the world.

But on its critical home turf, the company is toiling to stay relevant. Kale now appears in salads, fresh has replaced frozen beef patties in Quarter Pounders, and some stores now offer ordering kiosks, food delivery and barista-style cafes.

The milestone for the Big Mac shows how much McDonald's and the rest of fast-food have evolved around it.

"Clearly, we've gotten a little more sophisticated in our menu development," McDonald's CEO Steve Easterbrook said in a phone interview.