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McDonalds has announced a new global business strategy named McDonalds Next to improve food quality, increase automated operations, and boost restaurant productivity.
The framework replaces the Accelerating the Arches programme, which was introduced in 2020 to prioritise marketing and digital sales channels.
The announcement follows a decline in the number of lower-income consumers visiting fast-food outlets after several years of price increases.
The strategy focuses on expanding menu development across core lines including beef, chicken, and beverages to compete with emerging fast-casual specialists.
It also introduces an artificial intelligence operating system called ArchIQ to automate the ordering process and manage kitchen workflows.
Chief executive Chris Kempczinski announced the strategy during a biennial company convention for suppliers and franchise partners in Las Vegas.
The company confirmed that detailed financial targets and regional deployment plans for individual restaurant operators will be shared at an investor conference in September.
Kempczinski said: “Traditional competitors are upgrading their menus, and a new wave of specialists are emerging and redefining taste and quality across chicken, beef, and beverages. As more of the customer journey becomes automated, there are fewer opportunities for guests to connect with crew. With fewer interactions, the bar for hospitality that makes people feel seen, welcomed, and valued only goes up.
“Customers also depend on us for compelling, predictable value, and even more so with unprecedented inflation. While perceptions of our value have rebounded in most markets, it’s a reminder that we need to earn, and re-earn, each and every visit. We can’t ask our customers to choose. Hospitality or speed. Great taste or convenience. Value or quality. They want what Ray Kroc called the total of everything.”
He added: “McDonald’s > Next is how we’ll unlock our next phase of growth and productivity, by bringing in more customers more often and improving unit economics. Next is the what. Our shared destination. You’ll write the how, with your own path shaped by your market, your customers, and your crew.“
