1. In the mid-1990s, McDonald's began struggling as consumer tastes changed. Americans wanted fresher, healthier options, while McDonald's menu seemed outdated. Competitors also emerged offering new concepts. 2. In 2003, McDonald's announced a "Plan to Win" to refocus on customers. The new mission centered on improving the customer experience through people, products, place, price, and promotion. 3. McDonald's invested in remodeling restaurants to be more modern and adding healthier options. It extended hours to be more convenient for customers. These changes helped McDonald's outperform competitors as the economy struggled in later years.