McDonald's monthly sales fell for the first time in more than 9 years.

A burger, coke and fries.

It's been a McDonald's classic lunch time meal for more than 50 years.

But are people spending less time filling up on fast food?

In October, sales at McDonaldâ??s went down for the first time since April of 2003.

Profits have also taken a recent tumble... so has the fast food giant lost its way?

Michael Belch, marketing professor says "I mean, when we were little, McDonaldâ??s was the place to go, and for little kids, I think it still is. But when you start to become a teenager, there's a lot more options out there."

Some of those options are fast-casual restaurants and other high-end rivals... but there's also aggressive fast food competitors offering revamped menus and marketing campaigns.

Professor Belch adds, "McDonald.s, it's still the Big Mac, it's still the fries. Thereâ??s nothing new to go in there and get." "Years ago you looked at McDonaldâ??s, I would go to class and show their ads and say look, these are great commercials. When is the last time you can remember seeing a McDonaldâ??s commercial? They just don't have any impact any more."

Professor Belch says McDonaldâ??s needs more product innovation and clever advertising. Another thing that may be hurting, the fact that last year, McDonaldâ??s started posting calorie counts on its menu boards.

But donâ??t count out the golden arches just yet. Itâ??s popular pork sandwich, the McRib returns in December, potentially delivered on a plastic tray.

And, McDonaldâ??s just introduced a bacon onion sandwich looking at more innovations in the coming year.