McDonald's is making one mistake that is killing business

McDonald's is trying to reverse negative sales in the US.

As part of its turnaround, the brand has released numerous new menu items.

Some insiders feel the strategy is making business worse.

"On one hand, McDonald's is talking about menu simplification, while on the other hand they are talking about customization, expanding the line of Quarter Pounders and adding breakfast all day," Richard Adams, a franchisee consultant who worked in corporate offices at McDonald's for nearly two decades, told Business Insider's Hayley Peterson. "They are going in a bunch of different directions and trying to be all things to all people. That's been their problem for the last five or six years."

We highlighted McDonald's identity crisis in a few photos.