more complicated items – its chicken McWrap takes 60 seconds to make. “I think it is worth waiting but the guy behind me who wants his double cheeseburger for a dollar might not,” said Chapman. In the UK, McDonald’s has turned around its business, making Britain a rare bright spot for the company. A competitive breakfast menu, improved coffee and free wi-fi had given McDonald’s a broad appeal in the UK, said Peter Martin of consultancy CGA Peach whose figures show that 56% of British adults have visited a McDonald’s restaurant at least once in the last six months. Executives are promising to tackle misconceptions about its food in its home market. Thompson has promised more organic food and custom-made burgers but, to cut down queues, he also wants to introduce simpler menus. Analysts are scratching their heads about how the company can square the circle of simpler menus and greater choice over fillings. “They want to simplify the menu but enhance its ability to customize and that sounds tricky,” said Mark Kalinowski at Janney Capital Markets. Only four out of McDonald’s 14,000 US restaurants had so far tested “build your own burger”, he said, raising questions about how it could be scaled up. “Right now, we are sceptical; we would like to see more detail.” Meanwhile, despite the declining sales, the chain continues to expand globally: by the end