"When it came to a discussion on the brand, there were glittering generalities but no specifics," Light added.
In a phone conversation with CNBC, McDonald's Spokeswoman Heidi Barker stressed Monday's announcement was only the initial steps of the turnaround.
McDonald's shares fell 0.6 percent in early trading, following the release of a turnaround plan that analysts had said was crucial to the company's hopes of a rebound. (Click here to track its stock.)
The company said it would accelerate refranchising, overhaul its organization structure and deliver about $300 million in net annual general and administrative expense savings, most of which it says it will realize by the end of 2017.
Read More McDonald's CEO: 'We will be accelerating' refranchising
Restructuring will not turn a brand around if there is not clear brand direction, said Light, who thought the presentation lacked brand direction and specifics about the fast food giant's customers.