McDonald's was wrong to capitulate to those who demonised burgers as "the food of the devil", the fast-food giant's UK chief executive has admitted.
Five months into his new role, Steve Easterbrook has reaffirmed his desire to get McDonald's back to basics, insisting that the business should be clear about what it represents - burgers, not salads.
He told Caterer's sister title, Personnel Today: "In the past we have seemed somewhat apologetic about who and what we are, but you have to believe in the brand."
Easterbrook, who was promoted to chief executive from regional vice-president in April, following Peter Beresford's return to the USA, admitted that McDonald's turned off its core customer base by introducing salads to the menu in its 1,125 UK restaurants.
"Our menu has evolved and we now have a much broader range of salads and sandwiches," he said. "But we were alienating customers by pushing our salads."
Part of the company's effort to rebuild its brand has been to highlight its work with local communities. Easterbrook stressed that, while McDonald's has restaurants in 119 countries, the business operates on a local scale.
"It's absolutely recognised that we're a global brand," he said, "but we're encouraged to manage locally and develop local supply chains with farmers."
The brand overhaul has also extended to the restaurant estate, with a multimillion-pound revamp of 600 outlets under way.
But bricks and mortar aside, Easterbrook believes that the best way to drive growth and profit is by looking after the company's 67,000 staff.
"Healthy profit has to start with the people," he said. "If you get the people part right, the rest will follow. I want our workforce to feel comfortable, respected and valued."
Easterbrook said that his biggest problem is the customers' perception of what it is like to work at a McDonald's restaurant.
"Our people take pride in running a business for 16 hours a day over seven days a week - they feel good about it," he said. "But our customers look at our workers, and the stress, speed and urgency that an open kitchen creates, and they feel sympathy for them. We need to bridge that gap."
With year-on-year sales growth standing at 5.3% at the end of August, it appears that McDonald's is now on the right track.
But, in an era of healthy eating, it remains to be seen how long the business will retain its crown as the largest restaurant chain in the UK.