McDonald’s has unveiled a new global growth plan as it looks to remain the first choice for diners in an increasingly crowded fast-food market.
The strategy, known as McDonald’s > NEXT, was presented at the company’s biennial Worldwide Convention for franchisees in Las Vegas. It will focus on improving the quality of food and drinks, refreshing restaurant design, responding more closely to customer preferences, and raising service standards across its locations.
The announcement comes as consumers become more selective about where they spend their money, with higher petrol prices and broader cost-of-living pressures affecting household budgets. At the same time, specialist chains such as Raising Cane’s and 7 Brew Drive Thru Coffee are expanding their presence, while established restaurant brands continue to invest in their menus and customer experience.
“Traditional competitors are upgrading their menus, and a new wave of specialists are emerging and redefining taste and quality across chicken, beef, and beverages,” McDonald’s CEO Chris Kempczinski wrote in a memo to the chain’s global system.
McDonald’s remains the largest restaurant chain in the United States by revenue and has recorded four consecutive quarters of same-store sales growth. However, the company is placing greater emphasis on products with strong growth potential, particularly chicken.
The McCrispy range is expected to play a central role in that effort. McDonald’s has spent years building its chicken menu as rivals such as Chick-fil-A have attracted more customers. Chicken has also remained more popular than beef among American consumers for the past 16 years, partly because of health concerns linked to red meat and the rising cost of beef.
The company also plans to involve customers more closely in future campaigns and product development. Recent examples include the viral Grimace milkshake and its partnership with A Minecraft Movie.
McDonald’s is also testing an automated order-taking system called ARCHY at five restaurants in the United States. The technology is intended to reduce pressure on staff and allow employees to spend more time assisting customers.
More details about the strategy, including its financial targets, are expected during the company’s investor day in September.