That would certainly have costs, as the company derives many benefits from a well-recognized global brand. Alternatively, re-arrange the value proposition to change consumers' image of McDonald's -- place salads and other healthy items, rather than hamburgers and sodas, in advertisements. Second, acquire a restaurant chain that is already riding the new trends -- like Chipotle Mexican Grill, Potbelly Corporation, or The Noodle & Company -- provided that one of these companies is up for sale and that McDonald's is willing to pay a hefty premium over current market valuation. Third, leverage the company's core capabilities in franchising and logistics, to create two separate units-- one that caters to the low-calorie-low cholesterol consumers, and another that caters to the highly localized regions of the world economy. The bottom line: McDonald's should look beyond good weather and free cups of coffee to solve its problem.