at McDonald's dominance. A new breed of"better burger" chains such as Five Guys Burgers and Fries is taking away customers, too. McDonald's past success led to" a natural overconfidence," said John Gordon, a restaurant industry analyst with Pacific Management Consulting Group. McDonald's is such an internally focused organisation, it's a situation where you don't have a fresh perspective coming in," he said. McDonald's executives have also con ceded that an overly complicated menu led to inaccurate orders and longer wait times, and that they failed to keep pace with changing tastes In April, McDonald's said it would close about 700 underperforming locations around the world this year, including in the US Chief executive Steve Easterbrook, who stepped into the role on March 1, also later laid out plans to restructure the company to remove layers of bureaucracy and move more nimbly