McDonald’s conceded this week that it has faced two years of “challenging” conditions in the UK market as it revealed profits from its 770 UK restaurants plummeted by 70 per cent in 2003. Although declining profits were based on financial restructure, the company said its profitability has been dwindling since 2000. Despite revamping its menu and introducing healthy options, consumers remain unconvinced especially given recent revelations that its salad dressings contain more fat than its burgers.