McDonald's is rolling out major changes to its menu and store formats
McDonald's is launching a new global growth strategy and completely overhauling its approach to operations, menus, and service. The company is focusing on automation, restaurant renovations, and strengthening key menu categories to win back customers and maintain its market position.
The American McDonald's chain has announced the launch of its new McDonald's NEXT strategy, under which the company plans to update its menu, change its restaurant format, and actively implement automation in an effort to adapt to new competition and shifts in customer behavior. In essence, this means that one of the world’s largest fast-food chains acknowledges that the market has changed, and now it must not simply operate in its usual format but actively compete for customers’ attention.
The company notes that the new strategy replaces the Accelerating the Arches program, which has been in place since 2020 and focused on digital services, delivery, and the development of drive-thru formats.
Now, however, McDonald’s is focusing on four key areas: improving the menu, strengthening customer engagement, increasing restaurant efficiency, and rethinking the very concept of hospitality in the age of automation.
CEO Chris Kempczinski openly acknowledged that competition has intensified significantly and the market is changing rapidly. “Traditional competitors are refining their menus, while a new wave of specialty chains is redefining taste and quality in the chicken, beef, and beverage segments. In a world where any restaurant is just a swipe away, there is no second place,” he said.
The company plans to focus particularly on chicken, beef, and beverages, which McDonald’s considers the most promising areas for growth. At the same time, the company acknowledges that it has already lost part of its audience due to increased competition from rivals operating in niche segments, particularly chains such as Raising Cane’s, 7 Brew Drive Thru Coffee, and Chick-fil-A.
Jill McDonald, Global Director of Restaurant Experience, emphasizes that the main focus is on consistent quality across all locations in the chain. “We are raising the bar for our menu by improving quality and consistency at scale and innovating in segments where we see growth potential and that are important to our customers, particularly chicken, beef, and beverages,” she noted.
Another area of change is technology. McDonald’s is testing ARCHY, an automated order-taking system that is already in use at several test restaurants in the U.S. and is expected to reduce the workload on staff and speed up service.
The company is also updating the design of its restaurants to make internal processes simpler and more efficient, especially during peak hours. Separately, McDonald’s is paying attention to changes in customer behavior, as customers have become more price-sensitive. Some visitors are visiting restaurants less frequently due to rising menu prices, and the company is trying to win back this audience.
According to surveys by UBS Evidence Labs, the share of Americans who consider McDonald’s a good value for money has dropped from approximately 55% in 2020 to 40% in 2024. Kempchynski acknowledges that the company has to constantly prove its value to customers. “Although the perception of our value proposition has recovered in most markets, this serves as a reminder that we must earn—and re-earn—every visit,” he emphasized.
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