Pity the poor product managers at McDonalds! 

They work for one of the  most successful fast food restaurants on the planet and so they are  charged with finding ways to make their business grow bigger and grow  faster all the time. McDonalds is already a fairly smooth flowing  operation that has years of experience in what works well. However, the  competitive fast food market in which they are competing is changing and  this means that McDonalds has to make changes to their product development definition and get better at what they are doing. 

What changes will their product managers make?