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CHICAGO, JAN 18: MCDonald's Corp, the world's largest restaurant company, said on Wednesday that it is introducing a new rotating menu in ...

CHICAGO, JAN 18: MCDonald’s Corp, the world’s largest restaurant company, said on Wednesday that it is introducing a new rotating menu in its US restaurants, part of broader moves to put a greater emphasis on food variety and taste.

Wall Street has been watching intently for menu innovationat McDonald’s, which has been fighting to maintain market share in a highly competitive US environment.

Made for You "gives us the platform to enhance the quality and breadth of the menu," Larry Zwain, McDonald’s senior vice president of US marketing, said. "We will have much more food in all of our events."

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The Made for You system, in place for more than a year atMcDonald’s U.S. Restaurants, was designed to make food hotter and fresher. Many of the items on the new menu have already been featured regionally, Zwain said. The menu will rotate periodically throughout the year, he said.

The rotating menu, which includes a range of items such asthe Crispy Chicken McClub and BBQ Bacon Crispy Chicken sandwiches, is designed to allow McDonald’s five U.S. Regions to take a more collaborative role in menu development, he added.

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