The problems with McDonalds is that their logistics make it impossible for them to react fast enough to changes in the marketplace and to compete with new competition.
Their "more choice" solution is just crazy. It's fast food. You should be able to look at a menu and know what you want (and what everything is) within seconds. They should focus on their basics with occasional "marketing gimmick" burgers like they did in the old days. The only other option they have is to risk bankrupting the company in changing their burgers, supply chains, cookers, training, and every other logistical element that would come from a complete "modernisation" of their menus and services.