McDonald’s CEO concedes that the chain has “lost some of our relevance” is the dynamic fast food industry. New products like the egg-white McMuffin and Mighty Wings haven’t caused much of a fizz. “We’ve lost some of our customer relevance,” Don Thompson conceded on a call with analysts. Guest counts at locations fell nearly 2 percent globally and 1.6 percent in the U.S. in 2013. To win back traffic, Thompson said the chain will focus on speedier service, better value offerings and raising “awareness around McDonald’s as a kitchen and a restaurant” that prepares high-quality food. It is also bringing in a new U.S. marketing chief, Deborah Wahl, formerly with homebuilder PulteGroup and automakers Chrysler and Ford.