McDonald’s Launches Fresh Growth Initiative to Re‑engage Customers

McDonald’s announced on Monday a new corporate strategy intended to streamline store operations for franchisees.

The program, known as “McDonald’s > NEXT,” prioritizes increased automation, heightened hospitality standards, stronger social‑media marketing, and superior food quality.

The initiative is timed to win back lower‑income customers who have cut back on dining out amid sustained price increases.

CEO Chris Kempczinski told the system that the strategy will unlock a new growth and productivity phase by drawing more frequent customers and improving unit economics.

McDonald’s new strategy aims to simplify franchisee operations while attracting more customers. (Scott Olson/Getty Images)

Kempczinski noted, “NEXT represents the what; our shared destination. You will define the how, adapting your approach to your market, customers, and crew.”

Chief Restaurant Experience Officer Jill McDonald said the strategy will make restaurants easier to run and more enjoyable for guests.

The company’s 2020 overhaul, titled “Accelerating the Arches,” focused on expanding digital sales and intensifying marketing.

Surveys show that the share of U.S. customers rating the chain’s value as good fell from roughly 55% in 2020 to about 40% in 2024, remaining stable since.

McDonald’s CEO Chris Kempczinski said franchisees will play a key role in developing the new strategy. (Paul Weaver/SOPA Images/LightRocket)

Kempczinski observed that growing automation limits direct interaction between guests and staff at franchise locations. He added that, with fewer touchpoints, the expectation for hospitality — making patrons feel seen, welcomed, and valued — has risen.

“Customers rely on us for compelling, predictable value, especially amid unprecedented inflation, which includes rising gas prices,” the CEO wrote. “Although value perceptions have rebounded in many markets, we must continually earn and re‑earn each visit.”

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