It jumped on the healthy eating bandwagon when it put fruit and salads on the menu.
But now McDonald's appears to be turning its attention back to fast food - by offering "all-you-can-eat" fries.
The perk will be available at an outlet in Missouri opening later this year, and is part of a scheme called "McDonald's of the future". As well as unlimited fries, the restaurant will also allow customers to design their own burger and desserts.
Bosses say the franchise will have a "modern look and feel", and will stretch to 6,500 square feet. Fans of the chain expressed their excitement at the announcement on Twitter, with one saying: "The best news I ever heard on a Monday."
But there was also scepticism about the plan to bring in "all-you-can-eat" fries, with one adding: "Something is wrong with America." The offer raises the prospect of customers hitting their daily calorie intake much more quickly.
A large order of McDonald's fries already contains 510 calories - or a quarter of an adult's recommended daily intake. The 24 grams of fat is also a third of an adult's daily allowance.
McDonald's has also begun phasing out its wraps at more than 14,000 US outlets as customers continue to opt for burgers instead.
The changes are being overseen by McDonald's chief executive Steve Easterbrook, who is British and took over a year ago with a mandate to shake up the firm.