NEW YORK (TheStreet) -- Shares of McDonald's Corp. (MCD) are down 1.33% to $90.14 on heavy trading volume after the company outlined plans for major changes to its food offerings, from the items it sells to how they're made, in the fast-food giant's most far-reaching steps to try to rejuvenate its troubled U.S. business, the Wall Street Journal reports.
The measures, discussed on Wednesday in an investor briefing on the company's turnaround efforts, range from culling items from a menu that has become bloated to giving more customers the option of more customized ordering, an effort known as "create your taste," the Journal said.
The menu changes are part of a move to combat a pricing gap that has grown between food items, from its dollar menu to its core items. President of McDonald's USA Mike Andres said "more core menu items have absorbed a disproportionate amount of the inflationary pressures on the business."
The company also said the chain plans to study every ingredient in its products and review different cooking and holding techniques to improve the quality of its food, the Journal added.
McDonald's U.S. has reported three straight quarters of falling traffic to its restaurants, and same-store sales have declined in each quarter of 2014.
About 9.76 million shares changed hands by 3:43 p.m. in New York, compared to the average of 5.51 million shares.