McDonald’s has rolled out a new corporate strategy, McDonald’s > NEXT, aimed at improving food taste and meeting changing customer expectations.

In a message to the system, McDonald’s chairman and CEO Chris Kempczinski said: “McDonald's > NEXT strategy is how we'll unlock our next phase of growth and productivity, by bringing in more customers more often and improving unit economics.”

The new strategy will emphasise automation, improving hospitality standards, and making greater use of social media for marketing.

Kempczinski added: “Traditional competitors are upgrading their menus, and a new wave of specialists is emerging and redefining taste and quality across chicken, beef, and beverages.

“As more of the customer journey becomes automated, there are fewer opportunities for guests to connect with crew. With fewer interactions, the bar for hospitality that makes people feel seen, welcomed, and valued only goes up.

“Customers also depend on us for compelling, predictable value, and even more so with unprecedented inflation. While perceptions of our value have rebounded in most markets, it’s a reminder that we need to earn, and re-earn, each and every visit.”

According to a Reuters report, the new announcement follows the fast-food giant’s push to increase traffic by offering value meals, loyalty-programme deals, and limited-time menu items.

McDonald’s > NEXT is the company’s first new corporate framework in more than five years.

It follows the Accelerating the Arches strategy introduced in 2020, which prioritised digital channels and marketing.

Last August, McDonald’s also launched a new initiative called Digitising the Arches, which focuses on enhancing operational efficiency.