After a tough 2025, McDonald’s promises better food and faster service. But what’s really changing?

Dubai: McDonald's has unveiled plans to enhance food quality, expedite restaurant operations, and deliver more personalized experiences through its new global strategy, dubbed "McDonald's NEXT". The company aims to boost customer visits, streamline operations, and strengthen its position in the fast-food industry. McDonald's CEO Chris Kempczinski emphasized that the strategy leverages the company's scale, customer insights, brand loyalty, and operational prowess to turn industry changes into an advantage.

The strategy encompasses four key areas: menus, customer relationships, restaurant operations, and employee experiences. With a focus on taste, quality, and innovation, McDonald's plans to increase its share in chicken and beverage categories by 2030. Additionally, the company intends to modernize restaurant design, introduce GenAI-enabled ArchIQ technology in the US and international markets, and prioritize employee well-being and hospitality.

McDonald's has earmarked $8.5 billion in NEXT partnering support through 2036 to assist franchisees in upgrading their restaurants, with an estimated four-year payback for franchisees. The company currently has over 46,000 restaurants in more than 100 countries, with a target operating margin of low-to-mid 50% by 2030 and expects unit expansion to contribute nearly 2.5% to systemwide sales growth in 2027, moderating to about 2% by 2030.