McDonald's Doubles Down on NEXT Strategy Amid Price Pushback

McDonald's has unveiled its NEXT strategy, aiming to revamp its restaurants and menus while addressing customer concerns over high prices. The plan involves pouring billions of dollars into remodels, retraining staff, and introducing new menu items focused on high-protein diets.

The company's shares have struggled in recent months, sitting below their February peak, as diners push back against increasing menu prices. McDonald's has responded with value meals and promotions but acknowledges the need to make affordability a permanent feature rather than an occasional promotion.

The NEXT strategy carries a multi-year commitment and emphasizes better food, warmer hospitality, cleaner dining rooms, and faster service. Franchisees will shoulder part of the expense alongside the corporate parent, and training is another key pillar, aimed at lifting satisfaction scores through retraining crews on hospitality and speed.