article_snippet: An order of McDonald Chicken McNuggets is seen Wednesday.
article_snippet: the announcement by McDonald comes as McDonald's Corp. struggles to transform McDonald's Corp. image amid intensifying competition from smaller rivals positioning themselves as more wholesome alternatives.
article_snippet: McDonald has long battled negative perceptions about McDonald food, but that has become a bigger vulnerability as more people shift toward options more people feel are made with ingredients that are higher quality or meet standards on social responsibility.
article_snippet: After seeing customer visits to U.S. stores decline two years in a row, McDonald had recently hinted changes could be on the way.
article_snippet: Scott Taylor, a McDonald's franchisee who was at the conference, said ingredients are 'becoming more and more important' to customers.
article_snippet: And he said McDonald was suggesting McDonald needs to 'be where McDonald consumers want and need McDonald to be.'
article_snippet: As McDonald's fights to hold onto customers, McDonald has also made a number of leadership changes, admissions of shortcomings and declarations that changes are in the works.
article_snippet: Already, McDonald had been pushing back at critics.
article_snippet: Last year, McDonald launched a campaign inviting people to ask frank, sometimes squeamish questions about McDonald food, such as whether McDonald beef contained worms (the answer was no).
article_snippet: McDonald has also been hammering home the fact that McDonald cracks fresh eggs in stores to make McDonald McMuffins in ad and signs in stores.
article_snippet: The announcement comes as McDonald's Corp. struggles to transform McDonald's Corp. image amid intensifying competition from smaller rivals positioning themselves as more wholesome alternatives (file photo)