FALLEN ARCHES.

The article focuses on fast food restaurant McDonald's which has seen a decline in market share and reduced sales in 2014. It comments on pressures facing McDonald's including intensified competition, lower-income consumers with less money available, and higher commodity costs, and suggests the company is facing a corporate identity crisis. It talks about McDonald's' chief executive, Don Thompson, and mentions he has reorganized the U.S. business to make it flatter and more nimble.