McDonald’s unveils new corporate strategy that will make stores ‘easier to run’

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McDonald’s Unveils New Corporate Strategy “McDonald’s>NEXT”

McDonald’s is gearing up to reveal a new corporate strategy named “McDonald’s>NEXT” at a global gathering for franchisees and suppliers in Las Vegas. The strategy focuses on enhancing automation, elevating hospitality standards, leveraging social media for marketing, and improving the taste of its iconic sandwiches and fries.

The world’s largest fast-food chain by sales, McDonald’s, will release the full details of the strategy, including financial figures, at an investor event scheduled for September.

The strategy, which the burger giant is calling “McDonald’s>NEXT,” focuses on increasing automation, raising standards for hospitality, leaning on social media for marketing, and making its sandwiches and fries taste better. AP

McDonald's CEO Chris Kempczinski holding a Big Arch sandwich. — “While perceptions of our value have rebounded in most markets, it’s a reminder that we need to earn, and re-earn, each and every visit,” said CEO Chris Kempczinski in a company-wide memo. Chris Kempczinski/Instagram

The announcement of this broad strategy comes as McDonald’s aims to retain lower-income consumers who have reduced restaurant visits due to higher prices in recent years. The company has implemented value meals, loyalty program offers, and limited-time menu items to drive foot traffic.

According to surveys from UBS Evidence Labs, the share of US customers who perceive McDonald’s as offering good value dropped from 55% to around 40% between 2020 and 2024, and has since remained at that level.

“While perceptions of our value have rebounded in most markets, it’s a reminder that we need to earn, and re-earn, each and every visit,” emphasized CEO Chris Kempczinski in a memo shared with Reuters.

McDonald’s chief restaurant experience executive, Jill McDonald, stated that with the implementation of the new strategy, the company aims to make its restaurants “easier to run and more enjoyable to visit.”

The previous corporate strategy of McDonald’s, introduced in 2020, was known as “Accelerating the Arches” and emphasized digital sales and increased marketing efforts.