McDonald's Unveils 'Next' Strategy to Differentiate Faster Food

Staying on the Menu: McDonald’s Tests New Items to Fight "Unremarkable" Perception

McDonald’s Corp. is rolling out a new strategy to revamp its image, testing hand-breaded wings and filets as part of a broader push for higher-quality food. The initiative, dubbed “Next, ” comes as customers demand more value and better experiences from the fast-food giant.

“It’s just that much more important to have an even better experience these days.”
— Chris Kempczinski, CEO, McDonald’s Corp.

Developed over six months in response to franchisee questions about differentiation, the “Next” plan includes:

• New Menu Items: Tests of hand-breaded chicken wings and filets.
• Restaurant Upgrades: Plans to modernize physical locations.
• Digital Engagement: More compelling social media campaigns.

The company acknowledges a core problem: While McDonald’s U.S. sales have outpaced the fast-food industry for four straight quarters (per Technomic), its consistency often leads to forgettable visits.

Robert Byrne, senior director at Technomic, noted the challenge:

“Very little tends to stand out about any one visit or order.”

Despite the strategic pivot, investors remain cautious.

• Shares fell 1.1% on Monday.
• The stock is down approximately 10% year-to-date.

The push for quality comes as competitors also upgrade their menus, raising the baseline for what customers expect when they spend their money. CEO Kempczinski emphasized that the pressure to deliver a better experience has never been higher.