McDonald's rolls out NEXT plan to revamp menu and service

McDonald's has unveiled a new global strategy aimed at elevating its food, modernizing its restaurants, and improving customer service to compete in an increasingly crowded and demanding market. The plan, called "McDonald's NEXT," was detailed by CEO Chris Kempczinski in a company-wide memo and is being presented this week at a worldwide convention for franchisees and suppliers in Las Vegas.

The strategy responds to heightened competition from both traditional rivals upgrading their menus and a wave of specialists in categories like chicken, beef, and beverages. Kempczinski stated that customers have raised their expectations and now demand a combination of value, quality, taste, and hospitality without compromise. He emphasized that in a competitive landscape, there is no such thing as second place.

A central pillar of the plan involves significant menu upgrades. The company is testing new, higher-quality items, including hand-breaded chicken wings and filets, with the goal of competing more directly with chains like Raising Cane's. It is also expanding its beverage lineup with new colorful iced drinks and exploring the addition of non-dairy milk options, which are currently...