Except is isn't. If they wanted to appeal to their consumer base they would add more healthy items (if that's why they think they are seeing declining business), not remove other items. Nobody is going to say they removed a cheeseburger as an option for a Happy Meal, I cant wait to finally go back to McDonalds now!!!'
In my opinion, the reason they are seeing declining sales comes down to 2 things.
1. Prices keep climbing - A Big Mac meal at my nearest McDonalds (and not near a tourist area) is now $7.29 for a small combo (and they then have the balls to charge a dime for each ketchup packet if you want more than 1 and they only give you 1 napkin). I can go to several different diners or bars that serve food and get a fresh cooked to order quarter pound burger with fries for just about $1 more. Why would someone want to go get a shitty thrown together burger made with components that have been sitting in warming drawers for 30 minutes, when you can get a fresh made much better burger for barely any more. Also for breakfast they charge almost $6 for an egg mcmuffin hash brown and coffee, and I can go to several local diners and get 2 eggs made to order, home fries, 2 slices of toast, and coffee for $2.49 and its all hot and fresh made.
2. Customer Service - They hire too many lazy people right out of high school who expect to get a paycheck and not have to work hard for it. A majority of their front counter workers stand there stone faced when you walk up to make your order, they aren't friendly, and often, the best sentence you get out of them is What do you want? They give me the impression that the customer is a nuisance to them because they actually have to do something when there is a customer there. And the "cooks" improperly make the food (overfilling the fry baskets so they so have no room to float and cook right, pulling fries and nuggets out of the fryer 30 seconds early to rush people out the door and scam the drive through timer that they are always obsessed with, etc...