McDonald's Profits Drop 30% in Last Quarter

Fast food is out, fast casual is in, and Ronald McDonald is taking notice. Profits are down at McDonald’s by 30%, and the company is offering something it’s never come up with before: instead of just super-sizing, now you can “customize.”

“Create Your Taste” means that McDonald’s customers will be able to build their own burgers with toppings and buns that won’t all be the same, and restaurants in different parts of the country will offer different menus.

Lisa Baertlein covers the food industry for Reuters.