LAS VEGAS, June 3, 2026, 14:03 PDT
McDonald’s is pushing chicken, automation, and a bigger effort on social-media marketing in a new corporate plan. The company is betting this mix will help bring in more budget-minded diners as the scramble over value and food quality heats up.
McDonald’s rolled out its McDonald’s > NEXT strategy at a global franchisee and supplier meeting in Las Vegas. The company said the new plan centers on making stores simpler to operate, raising hospitality standards, and boosting the taste of its sandwiches and fries.
Timing is important. McDonald’s is working to repair its value image after higher prices over the past few years led some lower-income customers to visit less. UBS Evidence Labs surveys cited by Reuters showed about 55% of U.S. consumers saw McDonald’s as a good value in 2020. That dropped to around 40% in 2024 and has held steady.
McDonald’s is making a bigger push into chicken, going up against Chick-fil-A and Raising Cane’s in a part of the market where customers have come to expect fresher, more focused chicken. The chain is trying out hand-breaded chicken—breading the chicken in-store instead of using frozen, pre-breaded pieces—at some Chicago restaurants this year, according to the Wall Street Journal.
McDonald’s CEO Chris Kempczinski told the company that today’s customers want speed, hospitality, quality, and value all at once. “There is no such thing as second place,” Kempczinski said in a company message about NEXT. McDonald’s Corporation
McDonald’s hasn’t set any financial targets for the plan yet. The company said it will share more details and numbers at its September investor event, so franchisees and investors only have the general plan for now. No info yet on costs or payback.
McDonald’s isn’t just working on chicken. The company said its food push also includes beef and drinks, while Restaurant Dive said McDonald’s is looking at new sauces, more menu variety, and trying to build out its McCrispy platform. Jill McDonald, global chief restaurant experience officer, said they are “raising the bar” for quality and consistency.
McDonald’s is looking at more automation in its restaurants, with new automated order-taking tech to handle parts of drive-thru and counter service. The company also plans updated dashboards and tools for managers and crew, aiming to cut down how often staff switch between systems. “Better tools should give staff more time interacting with our guests,” said Tiffanie Boyd, chief people officer. Restaurant Dive
Marketing is the other leg here. Morgan Flatley, McDonald’s global chief marketing officer, said customers want to “feel part of” the brand. Amanda Mulligan, director of social media and creators, cited fan-led pushes like the Snack Wrap, Nike’s Devin Booker shoe launch, and the “Backrooms” meme, saying McDonald’s aims to stay visible in social feeds. Marketing Dive
McDonald’s is leaning on value and promo deals to hold traffic. The U.S. site on Wednesday pushed its McValue platform, including a $4 breakfast combo, menu picks under $3, six new drinks, and the Snack Wrap coming back for good.
McDonald’s delivered global comparable sales growth of 3.8% in the first quarter, with U.S. comps up 3.9%. Revenue climbed 9%, according to the company last month. Still, the latest gains don’t leave McDonald’s much breathing room.
Execution is the main risk. Hand-breaded chicken may score higher with customers, but it brings more labor and adds steps in kitchens focused on speed. Burger King pulled its hand-breaded chicken sandwich in 2022 because it was too tricky to make, the Journal reported. If costs go up or service slows, McDonald’s risks weakening the value pitch it wants to rebuild.
McDonald’s shares slipped 1.1% to $273.29. Yum Brands and Restaurant Brands International both traded up. Investors didn’t pile in.
