Is the US love affair with McDonald’s waning?

Americans are shunning McDonald’s. The fast-food giant is one of the most iconic brands in the US – but with sales there down for six quarters in a row, the burger chain’s new British chief executive needs to lure Americans back. The US is the largest and most important market for McDonald’s. And the Golden Arches are ingrained in the American palate and psyche. But can nostalgia save the company as Americans increasingly choose healthier, more tailored fast food? For some consumers, the bad press McDonald’s has received in recent years has forever altered their opinion of the burger chain. More