They haven't had a really successful new product or many marketing successes in more than a decade. The brand has been moving ever so slowly and quietly toward oblivion for years. <a href="http://www.theatlantic.com/unbound/interviews/ba2000-12-14.htm">Fast Food Nation fans</a> will be delighted at the news: <a href="http://story.news.yahoo.com/news?tmpl=story&u=/ap/20021105/ap_wo_en_fe/fea_us_not_so_golden_arches">McDonald's is suffering its worst slump ever</a>. Are consumers finally getting bored with its offerings? Or have its competitors finally found its Arch-illes Heel (get it?)? I have to say that Ronald doesn't seem to be giving up easily, though: in Singapore the Golden Arches have regularly introduced new products, with McSpaghetti being the latest. Despite this kind of, uh, innovation, McDonald's stock has lost 70% of its value since 1998, and the chain is running out of room to expand. Is it just McDees, or will other fast food joints to follow?