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The company has struggled recently with increased competition as fast-causal players such as Chipotle have gained share in the restaurant industry, NBC says.
According to McDonald's, four out of five its sales come from a small set of items on its menu.
The company is developing a new service called "Create Your Taste," which would encourage customers to customize their own burgers and chicken items. It is also giving more autonomy to local operators, so they can cater to preferences in local markets, according to NBC.
Read the full story at NBC.
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