Earlier today, the world’s biggest fast food retailer spooked its investors when it briefly halted trading in its stock ahead of its annual investor day. However, instead of some dramatic M&A deal revelation, McDonalds had a far less exciting announcement: it had decided to go back to basis in an attempt to recover some 500 million U.S. orders it had lost over the past five years to competition as a result of failed attempts to widen its customer base.