McDonald's Unveils Ambitious NEXT Strategy with Market-Share Gains and Efficiency Targets

McDonald's has announced its NEXT strategy, which includes ambitious growth and productivity targets for the company. The plan aims to achieve a low-to-mid 50% operating margin by 2030 and around 250 basis points of gross restaurant-level efficiency gains.

The company also targets 1.50 percentage points of market-share gains in both chicken and beverage categories by 2030, while maintaining its beef leadership. To support this strategy, McDonald's will begin its Make It Golden systemwide commitment on October 5, 2026.

As part of the NEXT partnering support, the company plans to invest approximately $8.5 billion through 2036, including around $5 billion by 2030. The stock price remained unchanged at EUR 206.35 in weekend trading on October 4, 2026.