McDonald’s is exploring an $8.5 billion fast food overhaul called McDonald’s Next, a decade-long plan centered on smaller portions and more protein-forward items. The changes are aimed at GLP-1 users and customers who want more protein, with grilled chicken sandwiches, wraps, crispy chicken and burger bowls, and egg bites among the options under consideration.
Chris Kempczinski said in a CNBC interview this week, “We’re going to evolve our menu to make sure it reflects where we think that consumer is going to be looking for in the future.” McDonald’s has already pushed in that direction in April, when it introduced protein callouts in its app and restaurant kiosks for 17 menu items.
Skye Anderson on McDonald’s USA
Skye Anderson said at McDonald’s investor day in September that roughly 30 million Americans are using GLP-1 drugs, while about 60 million more Americans are actively looking for more protein in their diets. McDonald’s says it already has more than 30 menu items with at least 15 grams of protein, which gives the company a base to build on without starting from zero.
McDonald’s also says 84% of households with a GLP-1 user visit the chain. That points to an existing customer base, not a new one, and it explains why the menu work is being framed around what those customers order rather than whether they still come in.
Circana on ordering changes
Circana said GLP-1 users reduced the average number of items ordered per visit by only about 1%, even as the same group showed different food preferences. Circana found 63% of GLP-1 users were looking for more vegetables and 55% were seeking more fruit.
David Portalatin said, “Restaurants continue to adapt and grow with those trends.” He also said, “With GLP-1 usage, the biggest change to restaurants won’t be that consumers stop going out to eat, it will be how they go out to eat and what they order.”
That leaves the practical question for customers: which items will actually make it to menus. McDonald’s has not laid out a final list, so the near-term change for diners is the company testing a broader protein-first direction while keeping its existing base of high-protein items in view.
