McDonald’s (NYSE:MCD) outlined a new multiyear strategy, called McDonald’s NEXT, at its 2026 Investor Day, setting targets for share gains in chicken and beverages, restaurant-level productivity improvements and operating-margin expansion through 2030.
Chairman and CEO Chris Kempczinski said the plan is designed to generate growth in an environment where the company expects industry traffic in its wholly owned markets to remain flat while inflation stays elevated. The strategy centers on gaining customer share and improving productivity rather than relying on industry traffic growth.
Menu strategy targets chicken and beverage share
Global Chief Restaurant Experience Officer Jill McDonald said Menu NEXT will focus on beef, chicken and beverages, with taste and quality positioned as key drivers of customer choice. The company is targeting approximately 1.5 percentage points of share gains in both chicken and beverages by 2030, while maintaining its market-leading beef position.
For chicken, McDonald’s plans to improve cooking procedures, broaden its Chicken McNuggets platform with flavors, sauces and extensions, and expand McCrispy, strips, McWings, grilled chicken sandwiches and wraps. The company has begun deploying its “gold standard chicken” program in its top six markets and expects that rollout to be completed in 2027.
The company is also testing hand-breaded chicken in Chicagoland restaurants after building experience with the product in Asia. McDonald said U.S. and Ireland advertising-supported pilots are expected in 2027. The company reported double-digit increases in chicken taste and quality scores in its Chicagoland tests.
In beverages, McDonald’s said its newer specialty drink platform is live in nearly 18,000 restaurants. The company plans to expand beverages into most European markets in the first half of 2027 and into additional international developmental licensed markets during 2027. It also plans coffee upgrades, including fresher beans, new recipes and upgraded equipment, with new espresso machines in the U.S. supporting additional customization options.
McDonald’s said beverage-led visits have opened incremental afternoon occasions, with average checks about 50% higher as customers pair drinks with food. The company also plans to build on beef platforms including Quarter Pounder, double Quarter Pounder, Big Arch and potential portion-flexibility options such as burger bowls.
Loyalty, personalization and media opportunity
Global Chief Marketing Officer Morgan Flatley said active loyalty members visit McDonald’s 2.5 times as often as non-members. The company intends to launch a tiered loyalty program for frequent customers and use more personalized offers, rewards and experiences to reengage casual and infrequent users.
McDonald’s estimates it has roughly 150 million infrequent loyalty customers available for reengagement at any given time. Flatley said the company plans to offer partner benefits in the U.S. later this year, including Uber ride credits and Disney+ subscriptions.
Dario Baroni, president of International Developmental Licensed Markets, said McDonald’s will pilot its Global Mobile App One platform in France later this year, with plans to expand it across its 10 largest owned markets by the end of 2028. The unified platform is intended to support faster deployment of features and more personalized customer journeys.
McDonald’s also began market testing its McDonald’s Media Network across 450 U.S. company-owned restaurants last month. Flatley said the company aspires to build the media network into a billion-dollar business across the McDonald’s system over time.
Restaurant technology and productivity investments
The company expects Restaurant NEXT initiatives to deliver about 250 basis points of gross restaurant-level efficiency over time across its owned markets. The program includes redesigned kitchens, beverage cells, delivery lockers, improved drive-thru operations and AI-enabled restaurant tools under the ArchIQ platform.
Global CIO Brian Rice said McDonald’s voice AI tool, called Archy, is taking English and Spanish drive-thru orders with accuracy above 90% in early tests. McDonald’s estimates the technology could free at least 50 labor hours per week as it scales. Automated inventory capabilities are expected to save about five labor hours weekly and reduce food waste by 15%, according to Rice.
The company said new Restaurant NEXT designs will be incorporated into all new restaurant openings beginning in the first quarter of 2028. Design changes at existing restaurants will generally follow the standard 10-year remodel cycle.
Financial targets and franchisee support
Global CFO Ian Borden said McDonald’s expects adjusted operating margin to reach the low-to-mid-50% range by 2030. The company also expects G&A expense to decline from about 2.2% of systemwide sales in 2026 to approximately 1.9% by 2030, aided by global systems, shared services and AI-enabled efficiencies.
McDonald’s is targeting net restaurant unit growth of nearly 4.5% in 2027 and between 3% and 3.5% annually from 2028 through 2030. It expects more than 550 combined U.S. and international operated market openings annually through 2030.
The company estimates deploying all Restaurant NEXT elements at a traditional U.S. drive-thru restaurant will require approximately $800,000 in incremental investment, while similar investments across its largest international operated markets are expected to range from $650,000 to $700,000. McDonald’s plans to provide $8.5 billion in total partnership support through 2036, including about $5 billion by the end of 2030.
Borden said the company expects Restaurant NEXT investments to have an approximately four-year payback for franchisees after company support and a five- to six-year payback for McDonald’s. The company also reiterated plans to raise its franchise mix from about 95% currently to about 98% globally by the end of 2028.
About McDonald’s (NYSE:MCD)
McDonald’s Corporation is a global quick-service restaurant company that operates and franchises restaurants under the McDonald’s brand. Its restaurants serve a menu that includes hamburgers, cheeseburgers, chicken sandwiches, French fries, breakfast items, desserts, salads, beverages and coffee. Offerings vary by market, and many locations provide drive-thru service, delivery and digital ordering through the McDonald’s mobile app.
The company operates through a heavily franchised business model, with restaurants owned and operated by independent franchisees, affiliates and the company itself.
