McDonald’s >NEXT plan tests hand-breaded chicken and five-unit ARCHY pilot
MCD•McDonald’s launched the >NEXT global growth strategy anchored in four areas: menu innovation in chicken, beef and beverages; new restaurant designs; operational efficiency; and reimagined hospitality. The plan replaces Accelerating the Arches and will emphasize hand-breaded chicken tests and ARCHY automation trials to boost consistency across over 45,000 restaurants.
1. Introduction to >NEXT Strategy
McDonald’s unveiled the >NEXT global growth strategy at its biennial Worldwide Convention in Las Vegas, replacing the 2020 Accelerating the Arches plan. The new roadmap is anchored in four areas—menu innovation, restaurant design, operational efficiency and hospitality—to drive growth against emerging rivals.
2. Menu Innovation Focus
Menu innovation will spotlight chicken, beef and beverages, including hand-breaded chicken tests for a Deluxe McCrispy sandwich and new wings. This focus aims to recapture share from chicken specialists such as Chick-fil-A, Raising Cane’s and beverage disruptors.
3. Operational Efficiency and Automation
Operational efficiency enhancements include a five-location ARCHY automated ordering pilot designed to free staff for other tasks and streamline back-of-house workflows. Additional redesigns target simpler kitchen layouts and reduced task complexity during peak service.
4. Restaurant Design and Hospitality
Restaurant design updates will refresh aesthetics, expand drive-thru visibility and inject playful elements while raising hospitality standards through enhanced training and consistency protocols. These efforts aim to improve value perception, which fell from 55% in 2020 to 40% by 2024, across over 45,000 restaurants globally.
