One-time marketing legend McDonald's is in the dumps. Despite shelling out $2.7B for global advertising outlays -- No. 12 on Ad Age's list of top international spenders -- Big Mac's same store sales sunk 4.6 percent in November. That was the biggest shortfall in 14 years.

Currently, McDonald's is going undercover. The fast-feeder has introduced bags that drop its graphic-laden packages of the past.

The simple white take-out bag just has a low-key image of a burger on one side. A tiny image of the Golden Arches is printed on the bottom of the sack.

The bags should appeal to those who are bummed out by becoming human billboards for McDonald's. Also, it may win fans, who are somewhat embarrassed by ordering a double quarter pounder with cheese (740 calories, 42 grams of fat.). Nobody will know what you are carrying back to the office.

McDonald's is on to something. Call it de-branding. The chain is also testing "The Corner" format in Australia. The word "McCafe" below the store name is the only link to the company.

McDonald's has announced a restructuring program and plans to cut its bloated menu. Good move. Why oh why does the counterperson at McDonald's ask me if I want to order mozzarella sticks when I pick up a morning coffee? [Full disclosure: I ate my last Big Mac and fries about 30 years ago.]

The website of the Oak Brook, IL-fast feeder features 46 burgers & sandwiches, 33 chicken & fish items and seven salads. Of course, not all the food is in current rotation at the local restaurant. There is a lot of room for a diet.

The Wall Street Journal predicts McDonald's grappling with shifting consumer tastes, lackluster sales and a revitalized Burger King fortified by the Tim Horton acquisition will rank as one of the biggest corporate stories of 2015.

The company would be wise to ramp up de-branding, pare advertising to adopt to its new reality and step up PR to promote the new McDonald's.

The ghost of Ray Kroc will be watching.