People walk past a McDonald’s restaurant on March 11, 2026 in Las Vegas, Nevada.
Kevin Carter | Getty Images
McDonald’s on Monday unveiled its latest global growth strategy aimed at helping the fast-food giant become customers’ first choice in the face of new competitors and consumer spending strained by high gasoline prices.
New restaurant design, tastier food and beverages, consumer-led innovation and improved customer service are the four cornerstones of the new plan, which the company calls “McDonald’s > NEXT.”
Executives made the announcement at McDonald’s biennial global convention for franchisees, held this year in Las Vegas. The chain released its latest global strategy, known as “Accelerating the Arches,” in November 2020 as its sales rebounded after the pandemic.
The growth plan comes as restaurants compete for a smaller pool of customers and a new generation of chains, like Raising Cane’s and 7 Brew Drive Thru Coffee, threaten McDonald’s sales. So far, McDonald’s, America’s largest restaurant chain by revenue, has managed to maintain its dominant position, with four consecutive quarters of same-store sales growth.
“Traditional competitors are improving their menus, and a new wave of specialists is emerging and redefining the taste and quality of chicken, beef and beverages,” McDonald’s CEO Chris Kempczinski wrote in a memo to the chain’s global system.
“In a world where every restaurant is within reach, there is no such thing as second place,” he added.
To become diners’ first option, McDonald’s plans to focus on menu innovation that elevates taste and quality, such as improving its McCrispy Chicken line. For years, the chain sought to improve and expand its chicken offerings as competitors like Chick-fil-A stole its customers. Additionally, Americans have been eating more chicken than beef for the past 16 years, due to health concerns related to red meat consumption and rising beef prices, according to data from the U.S. Department of Agriculture.
“We’re raising the bar on our menu by improving quality and consistency at scale and innovating in areas where we see growth potential and know it matters to our customers, like chicken, beef and beverages,” said Jill McDonald, the chain’s global head of dining experience.
The brand also wants to “co-create” with customers, by listening more to what consumers want and how they interact with brands. Recent examples include the popularity of his viral Grimace milkshake and his collaboration with “A Minecraft Movie.”
The new restaurant design will give McDonald’s a recognizable look, but it should also ease employee headaches and improve kitchen operations. The company said back-end systems will be more intuitive and connected, for example.
McDonald’s is also testing automated order taking at five U.S. restaurants using a system called ARCHY to allow employees to focus on other tasks. More broadly, the channel also declared that it wanted “redefine hospitality” by improving customer service and training employees to interact more with diners.
In September, the company will host an investor day which will include more details on the strategy and relevant financial targets.