NEW YORK – McDonald’s saw its U.S. sales drop last month in an ongoing struggle to adapt to changing eating habits and fend off its competitors, the Associated Press reports.

While the company cited bad weather for its 1.4% decline in U.S. locations, it conceded that “challenging industry dynamics” also played a role.

After years of outdistancing its rivals, McDonald’s has been fighting lately to retain customers and boost sales amid competition from Chipotle and newer players like Five Guys. The company is looking to modify its menu to accommodate changing preferences.

In Southern California, for instance, it is piloting a concept where customers build their own burgers, a growing trend among QSRs.

The company is also rolling out new prep tables at its more than 14,000 U.S. locations, which can hold more ingredients, toppings and sauces.

"A long time ago, mass appeal had to be mass appeal," said Jeff Stratton, the president of McDonald's USA. "That's not necessarily the case anymore today."