McDonald's unveils Restauration Rapide growth plan, targets chicken
McDonald’s has unveiled restauration rapide growth plan called “McDonald’s > NEXT” as it tries to protect its lead from faster-moving rivals. The company said the strategy puts chicken first and is built around four pillars: a new restaurant design, more flavorful food and drinks, consumer-focused innovation and improved customer service.
Chris Kempczinski, McDonald’s chief executive, said in a note that “Les concurrents traditionnels modernisent leurs menus, et une nouvelle vague de spécialistes émerge et redéfinit le goût et la qualité du poulet, du bœuf et des boissons.” The company will give more detail in September, when it presents the plan with financial results at an investor event.
McDonald’s > NEXT plan
McDonald’s said the new restaurant concept will give the chain a recognizable visual identity. It also said the design is meant to simplify employees’ work, improve kitchen efficiency and make restaurants easier to manage and more pleasant to visit.
The company said its internal computer systems will also become more intuitive and interconnected. Those changes are part of an effort to keep restaurants moving faster for staff while giving customers a more consistent experience.
Chicken at the center
Chicken is the first priority in the new strategy. McDonald’s said it will improve taste and quality through culinary innovation, including its McCrispy chicken range.
Jill McDonald, global head of restaurant customer experience, said: “Nous rehaussons le niveau de notre menu en améliorant la qualité et la constance à grande échelle et en innovant dans les domaines où nous voyons un potentiel de croissance et qui comptent pour nos clients, comme le poulet, le bœuf et les boissons.” She also said the goal is to make restaurants “plus faciles à gérer et plus agréables à visiter.”
Value gap in the United States
The push comes as McDonald’s tries to hold on to lower-income customers who have cut back on restaurant visits. reported that the share of U.S. customers who thought McDonald’s offered good value fell from 55% in 2020 to about 40% in 2024.
UBS Evidence Labs surveys shared last month showed that value-for-money perceptions have largely stayed around 40% since then. Americans have consumed more chicken than beef for 16 years, according to U.S. Department of Agriculture data cited in the report, which helps explain why McDonald’s is putting chicken ahead of the rest of its menu push.
The company remains the largest fast-food group in the world by revenue, but its new plan shows how closely it is tracking menu competition and customer price perceptions. September’s investor event will be the first chance to see how much of “McDonald’s > NEXT” becomes a concrete rollout.
