People walk in front of a McDonald’s restaurant on March 11, 2026 in Las Vegas, Nevada.
Kevin Carter | Getty Images
mcdonalds on Monday announced its latest global growth strategy to help the fast-food giant become customers’ first choice as it faces new rivals and consumer spending from rising gas prices.
New restaurant designs, better-tasting food and drinks, consumer-driven innovation, and improved customer service are the four cornerstones of the new plan, which the company is calling “McDonald’s NEXT.”
Executives made the announcement at McDonald’s biennial worldwide franchisee conference held in Las Vegas this year. The chain announced its final global strategy, known as “Arch Acceleration,” in November 2020 as sales rebounded from the pandemic.
The growth plan comes as restaurants compete for fewer customers and emerging chains such as Raising Cane’s and 7 Brew Drive-Thru Coffee threaten McDonald’s sales. So far, McDonald’s, the largest U.S. restaurant chain by sales, has managed to maintain its dominant position, with same-store sales increasing for four consecutive quarters.
“Our traditional competitors are upgrading their menus and a new wave of specialists is emerging, redefining the taste and quality of our chicken, beef and beverages,” McDonald’s CEO Chris Kempczinski said in a memo to McDonald’s Global System.
“In a world where every restaurant is a swipe away, there’s no such thing as second place,” he added.
To become customers’ first choice, McDonald’s plans to focus on menu innovations that enhance taste and quality, including improvements to the McCree Chicken line. The chain has long sought to improve and expand its chicken offerings as rivals like Chick-fil-A steal customers away. Additionally, health concerns associated with red meat consumption and rising beef prices have led Americans to eat more chicken than beef over the past 16 years, according to data from the U.S. Department of Agriculture.
“We are raising the bar on our menu by improving quality and consistency at scale, identifying growth potential, and innovating in the spaces we know are important to our customers, including chicken, beef and beverages,” said Jill McDonald, the chain’s global chief restaurant experience officer.
The chain also wants to “co-create” with its customers by listening more closely to what they want and how they interact with the brand. Recent examples include the popularity of the viral Grimace milkshake and collaboration with “A Minecraft Movie.”
The new restaurant design will not only give McDonald’s a recognizable look, but it will also save employees headaches and improve kitchen operations. The company said, for example, backend systems will be more intuitive and connected.
McDonald’s is also testing automated order taking at five U.S. restaurants using a system it calls ARCHY to free up employees to focus on other tasks. More broadly, the chain also said it wants to “redefine hospitality” by improving customer service and training employees to interact more with customers.
The company plans to hold an investor day in September that will include details of its strategy and related financial goals.
