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McDonald's Making More McStakes

McDonald's is rolling out new items, but what they are doing, or not doing suggests they have an identity crisis, say some analysts. “On one hand, McDonald's is talking about menu simplification, while on the other hand they are talking about customization, expanding the line of Quarter Pounders and adding breakfast all day,” said Richard Adams, a franchisee consultant. They are “trying to be all things to all people. That's been their problem for the last five or six years.” Examples at the jump.

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