McDonald's New Turnaround Plan Is So 1990s

In a period of lasting difficulty for McDonald's, with U.S. same-store sales dropping over consecutive quarters, executives turn to regionalized menus, made-to-order burgers, and speed to bring the world's largest burger chain out of a multi-quarter slump. Sound familiar? It's almost an exact match for McDonald's modern-day woes and current turnaround strategy. But all of the details above come from a 1997 interview with a McDonald's executive about reforms at the chain.