"There was no shortage of answers. For starters, there were certain operational failures,
some of which—like menu creep—had been decades in the making. In 1990 Fortune covered the proliferation of McDonald’s menu, noting that the restaurant offered 33 items, not counting size permutations. That was up 25% from 1980. Today the menu has 121 items, a 75% increase from 2004"
Fallen Arches: Can McDonald's get its mojo back? - Fortune mag