McDonald's Charts New Course with 'Next' Strategy

McDonald's is overhauling its business strategy under the banner of 'McDonald's Next', aiming to revamp its menu and in-store technology. The move comes as the company acknowledges a changing competitive landscape, where traditional rivals are upgrading their offerings and new specialists are emerging.

In a memo to franchisees, McDonald's CEO Chris Kempczinski noted that customers' expectations have shifted towards higher quality and convenience. He emphasized the need for hospitality in customer interactions, which has become more automated. The company cannot ask customers to choose between value or quality, he said.

The new strategy focuses on four key areas: menu innovation, consumer trends, restaurant operations, and workforce development. McDonald's is also expanding its chicken offerings, including new strips and snack wraps introduced in 2025. The company has set targets for growing market share among low-income consumers and improving value and affordability scores.