McDonald’s growth strategy is taking a big new turn as the fast-food giant puts $8.5 billion into its comeback. But what is changing, and will it bring customers back?

McDonald’s growth strategy is undergoing a huge transformation as the fast food chain plans to spend about $8.5 billion until 2036 to modernize their restaurants, help their franchises, optimize their processes and bring in more customers by offering a new menu option. McDonald’s revealed its NEXT strategy expansion on September 23rd, with about $5 billion spending expected by 2030.

The plan comes after slower sales growth and concerns about execution, value and customer service. McDonald’s now wants existing restaurants to become more productive instead of depending only on new locations for growth.

The McDonald’s productivity strategy includes redesigned kitchens, restaurant upgrades and wider use of technology. Its ArchIQ generative AI system is expected to help improve restaurant operations, while the company targets about 250 basis points of restaurant-level efficiency gains. McDonald’s estimates this could create roughly $100,000 in annual cash-flow benefits for the average U.S. restaurant.

Chris Kempczinski, McDonald’s chairman and CEO, said, “The winners will be the companies that create more demand and deliver it more efficiently.”

Why Is Chicken Suddenly So Important?

Chicken is becoming a major part of the McDonald’s growth plan 2026 as changing food costs and customer preferences reshape the fast-food market. McDonald’s is targeting a 1.5 percentage-point increase in its global chicken market share by 2030 while maintaining its position in beef. It has also set the same target for beverages. The company is exploring more chicken choices, protein-focused meals and flexible menu options. This comes as chicken-focused competitors continue expanding and beef costs remain a challenge for restaurant operators.

McDonald’s is also putting greater attention on its employees. The company plans to strengthen training and hospitality as part of its NEXT strategy, with the goal of creating a more consistent experience for customers. Its Make It Golden program is scheduled to begin October 5.

Can NEXT Deliver the Results McDonald’s Wants?

The company expects restaurant productivity and stronger customer demand to work together. By 2030, McDonald’s is targeting operating margins in the low-to-mid 50% range, while new restaurant openings are expected to contribute nearly 2% to systemwide sales growth.

As Business Fortune observes, the bigger challenge will be execution. McDonald’s is betting that better restaurants, smarter technology, stronger value and a broader menu can reshape its next phase. If the strategy moves from investment to consistent results, the fast-food giant could enter the next decade with a very different growth story.

Sources: McDonald’s official investor/news release, Reuters, CNN, The Guardian

FAQs

What is McDonald’s NEXT strategy?

It is McDonald’s long-term plan focused on growth, restaurant productivity, customer experience, technology, menu innovation and franchisee support.

How much is McDonald’s investing in NEXT?

McDonald’s plans approximately $8.5 billion in franchisee support through 2036, including about $5 billion through 2030.

Why is McDonald’s focusing more on chicken?

The company sees chicken as a large and growing category and wants to gain 1.5 percentage points of global chicken market share by 2030.

How will technology improve McDonald’s restaurants?

McDonald’s plans to expand AI-enabled technology such as ArchIQ to improve restaurant operations, efficiency and the customer experience.

What is McDonald’s targeting by 2030?

The company is targeting 1.5 percentage-point share gains in chicken and beverages, restaurant efficiency improvements and operating margins in the low-to-mid 50% range.