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McDonald’s leans into AI and new menu items to attract customers
The fast-food giant has unveiled its new McDonald’s NEXT strategy, a long-term plan that combines artificial intelligence, restaurant upgrades, menu changes and employee training in an effort to bring more customers through its doors.
The company plans to provide approximately $8.5 billion in support through 2036 to help franchisees modernize restaurants, deploy new technology and improve operations. About $5 billion of that support is expected through 2030.
AI Is Coming to More McDonald’s Restaurants
Technology will play a major role in the company's plans.
McDonald’s says it will expand ArchIQ, a generative-AI-enabled operating system designed to help restaurants operate more efficiently. The technology is expected to support restaurant operations, including areas such as the drive-thru.
The company is also planning broader restaurant modernization, with upgraded equipment and redesigned spaces intended to make operations smoother for employees and improve the customer experience.
McDonald’s estimates that its restaurant investments could produce roughly 250 basis points of gross restaurant-level efficiency gains, equivalent to about $100,000 in additional annual cash flow for the average U.S. restaurant over time.
Bigger Burgers, More Chicken and New Drinks
The changes won't stop at technology.
McDonald’s is putting renewed attention on its food, particularly chicken and beverages. The company wants to gain 1.5 percentage points of market share in both categories by 2030 while maintaining its leadership position in beef.
Executives have discussed larger burgers, new chicken offerings, chicken bowls and expanded beverage choices as part of the menu evolution.
The company also plans to introduce new specialty drink flavors and recipes and expand them into more restaurants beginning in 2027. Its coffee program will receive upgrades as well, including new espresso machines in U.S. restaurants that allow customers more customization, including milk alternatives.
A New Focus on the Customer Experience
McDonald’s says NEXT is built around four major areas: Menu, Consumer, Restaurant and People.
The company wants to improve food quality, personalize relationships with customers, modernize restaurants and provide employees with additional training aimed at creating a more consistent hospitality experience.
The company is also launching Make It Golden, a systemwide initiative beginning Oct. 5 that will focus on food quality and hospitality across its restaurants.
Why McDonald’s Is Making Changes
The overhaul comes as McDonald’s and the broader restaurant industry face changing customer habits, rising costs and increased competition.
Rather than relying primarily on opening more locations, McDonald’s says it wants to make its existing restaurants more productive while continuing to expand its global footprint.
The company operates more than 46,000 restaurants worldwide, with roughly 95% owned and operated by independent franchisees.
What Customers Can Expect
For customers, the changes could eventually mean faster and more technology-driven service, remodeled restaurants and a broader menu — particularly in chicken and beverages.
But many of the changes will take time. McDonald’s plans to roll out NEXT gradually through 2036, with individual markets determining how and when different upgrades are introduced.
The company's goal is straightforward: use technology, food innovation and a refreshed restaurant experience to give customers more reasons to choose the Golden Arches — and keep coming back.
Source: NBC News
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