Although McDonald's remained the world's most visited fast-food chain, the once-shiny Golden Arches lost some of their luster. Sales growth slumped, and its market share fell by more than 3 percent by the early 2000s. In 2002, the company posted its first-ever quarterly loss. In the face of changing customer value expectations, the company had lost sight of its funda-mental value proposition. McDonald's and its strategy needed to adapt.