Oct 21, 2014 3 min read

NEW YORK – Don Thompson, chief executive officer of McDonald’s, said Tuesday the company hasn’t been keeping up with the times and that changes are in store for its U.S. restaurants.

Starting in January, Thompson said McDonald’s will “simplify” its menu to make room for restaurants to offer options that are best-suited for their regions.

To offer greater customization, he also said the company plans to expand its “Create Your Taste” offering, which lets people pick the buns and toppings they want on burgers by tapping a touchscreen. The program is being offered in Southern California.

“We haven’t been changing at the same rate as our customers’ eating-out expectations,” Thompson conceded during a conference call outlining the changes.

The remarks came after McDonald’s said its profit sank 30 percent in the third quarter, with sales at established locations down 3.3 percent globally and in its flagship U.S. market.

In the division encompassing Asia, where a major McDonald’s supplier was shown on TV repackaging expired beef, the figure sank 9.9 percent.

Some analysts questioned whether the moves McDonald’s has in store will be enough to fix its problems. Sara Senatore, a Bernstein restaurant analyst, noted the company efforts seem focused on marketing around its food rather than changing recipes.

In the United States, perceptions around the freshness and quality of its ingredients have been a problem for McDonald’s. The chain has been fighting to boost sales as people gravitate toward foods they consider to be more wholesome. A day earlier, for instance, Chipotle said its third-quarter sales at established locations surged 19.8 percent.

Steve Ells, Chipotle’s co-CEO, said the results show people are realizing “there are better alternatives to traditional fast food” and that he expects the trend to continue.

McDonald’s, meanwhile, launched a social media campaign last week inviting customers to ask questions about its food. It began with frank questions such as, “Why doesn’t your food rot?” and “Is the McRib made from real pork?” That indicated how bad some perceptions about McDonald’s food can be.

In China, an undercover TV report this summer showed one of its major suppliers repackaging expired meat. The plant stopped operations and many of McDonald’s restaurants in that country were left unable to sell burgers, chicken nuggets and other items. The chain’s reputation took a hit as well.

McDonald’s, which has more than 35,000 locations around the world, said it expects its challenges will continue into the current quarter, with global sales down for October as well.

For the quarter, revenue declined to $6.99 billion, short of the $7.23 billion Wall Street expected. Net income declined to $1.07 billion, or $1.09 per share. Adjusted for one-time costs, earnings were $1.52 per share. Analysts expected $1.37 per share.

Shares of McDonald’s Corp. were down 59 cents at $91 in midday trading.