McDonald's announced on Monday that it is rolling out a new corporate strategy to simplify store operations for franchisees. The announcement comes as the fast-food giant tries to hold on to lower-income consumers. Many everyday Americans have cut back on restaurant visits amid years of elevated prices and record inflation.
The new initiative is officially called "McDonald's > NEXT." The strategic plan focuses on increasing automation and raising standards for hospitality across its massive network of restaurants. It also plans to lean heavily on social media for marketing while attempting to make its food items taste better.
McDonald's CEO Chris Kempczinski outlined the new strategy in a direct message sent to the McDonald's System. He explained that the ambitious initiative aims to "unlock our next phase of growth and productivity, by bringing in more customers more often and improving unit economics."
"NEXT is the what. Our shared destination. You'll write the how, with your own path shaped by your market, your customers, and your crew," Kempczinski wrote to the franchise operators.
McDonald's unveiled a new strategy called "NEXT" 🍔
The chain is changing course for the first time in 6 years: the menu will become less fast-food-like. The company will improve the taste of burgers, expand automation, and add gourmet chicken options.
The goal of CEO Chris… pic.twitter.com/FtwxeeuEF4
— UNUM | News (@unum_news) June 2, 2026
Jill McDonald serves as the chief restaurant experience executive for the massive corporation. She released a public statement noting that the new strategy will make its restaurants "easier to run and more enjoyable to visit."
The restaurant chain's last major corporate strategy overhaul came in 2020. That previous initiative was known as "Accelerating the Arches," and focused heavily on driving digital sales and increased marketing.
The share of U.S. customers who said the chain offers good value fell dramatically from 55 percent to roughly 40 percent between 2020 and 2024. This key metric has largely remained stagnant since that initial drop, according to surveys from UBS Evidence Labs shared with Reuters last month.
Kempczinski's message noted that as customer experiences become increasingly automated, there is less opportunity for a genuine connection between guests and the crew at McDonald's franchises.
He clearly explained that with "fewer interactions, the bar for hospitality that makes people feel seen, welcomed, and valued only goes up." The executive hopes the new focus on service will improve the overall customer experience.
"Customers also depend on us for compelling, predictable value, and even more so with unprecedented inflation," the CEO wrote in his message. "While perceptions of our value have rebounded in most markets, it's a reminder that we need to earn, and re-earn, each and every visit."
McDonald's shares were down more than one percent on Monday following the major announcement. The company's stock is currently down more than nine percent year to date.