Gluten-free menu items
Accommodating dietary restrictions, Improved product mix, Menu innovation
In March 2021, McDonald's responded to requests for gluten-free buns saying they "have no plans" to offer them:

Millions of people around the world are either celiac or have adopted a gluten-free lifestyle. By offering (or even piloting) specifically gluten-free items, McDonald's can cater to and win the loyalty of this growing market segment while demonstrating leadership in the industry.