Arabic version: ماكدونالدز تكشف تفاصيل استراتيجية «نيكست» لتطوير المطاعم والقائمة
According to Cnbc, McDonald’s has outlined McDonald’s > NEXT, a growth strategy built around restaurant redesigns, equipment and technology upgrades, employee training, menu innovation and higher operating margins. The company detailed the plan during an investor presentation at its Chicago headquarters as it seeks to improve its U.S. business while it expects inflation and flat restaurant traffic to persist.
Restaurant remodels are central to the strategy. The new design includes updated PlayPlaces, more open kitchen layouts and the ability for customers to watch McCafe drinks being prepared. McDonald’s also plans Restaurant > NEXT upgrades spanning equipment, technology and operations. Its ArchIQ system will include “Archy,” which can take customer orders in English and Spanish and is expected to save about 50 labor hours per week. Other functions are intended to support inventory management, shift scheduling and order-accuracy checks.
McDonald’s plans to provide franchisees with rent relief and capital support, spending as much as $8.5 billion through 2036 to accelerate restaurant improvements. About $5 billion of that support is planned through 2030. The company projects $1.5 billion to $2 billion in capital spending from 2027 through 2030 for NEXT, on top of roughly $3 billion annually in typical capital expenditures. It estimates that efficiency gains could add about $100,000 in annual cash flow for the average U.S. restaurant and that franchisees’ investment could take about four years to return.
The company is targeting operating margins in the low-to-mid 50% range by 2030, compared with 46.1% in 2025. It also plans to create a media network that would sell advertising from other businesses on digital drive-thru displays. The program has been tested during the last month at 450 company-owned restaurants, and executives said it could become a billion-dollar business.
Menu plans include hand-breaded chicken pilots in U.S. restaurants, new grilled chicken sandwiches and wraps, and new Chicken McNuggets flavors and sauces. McDonald’s also plans to expand beverages internationally, upgrade coffee quality and provide U.S. restaurants with new espresso machines and alternative milk choices. Its multiyear “Make It Golden” employee training program is set to begin rolling out on Oct. 5, with the aim of improving consistency, quality and customer service.
