What is McDonald's Doing Wrong?

After third quarter comparable store sales for McDonald's (NYSE: MCD) only rose 0.7 percent, industry observers have a multitude of theories on the world's largest restaurant chain's pitfalls. Even though McDonald's is testing the Dollar Menu and More, and has introduced new items such as The Chicken McWrap and egg-white McMuffins, sales have floundered. One report says that its new Mighty Wings are also not faring as well as expected. Mighty Wings look like McNuggets, but have bones and are flavored with cayenne and chili pepper. The new food's price tag is "not the most competitive," CEO Don Thompson acknowledged to Bloomberg Businessweek. Story

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