McDonald's announced a new corporate strategy called 'McDonald's > NEXT' aimed at making its stores easier to operate for franchisees while attracting more customers. The plan focuses on increasing automation, improving hospitality standards, leveraging social media marketing, and enhancing food taste. This move comes as McDonald's seeks to retain lower-income customers who have reduced dining out due to rising prices. CEO Chris Kempczinski emphasized the importance of franchisees in shaping the strategy and highlighted the need to provide compelling value amid inflation. The strategy follows a previous 2020 overhaul and addresses challenges like reduced customer perception of value and fewer guest-crew interactions due to automation.
