text:  And they can't even explain how much of a failure it was. I mean, nobody went in to buy this McPlan burger. And you'd think San Francisco, that might be a place where maybe there would be people who would take them up on the option. They did not. And so the CEO of USA McDonald's came out yesterday, went on the Today Show. They're having problems with sales because the Big Mac costs too much. They brought back the $5 menu. And he said, you know what? He finally realized, he said, people are coming to McDonald's to eat hamburgers.