CHICAGO — McDonald’s has unveiled McDonald’s > NEXT, an ambitious new growth strategy built around a revolutionary concept that had somehow eluded the hamburger company for 71 years: getting more people to eat at McDonald’s more often.
The company says NEXT aims to make McDonald’s the “first choice for more customers, more often,” while gaining market share, improving restaurant efficiency and expanding operating margins.
Executives reportedly reached the breakthrough after rejecting several competing strategies, including fewer customers, less often.
NEXT contains four pillars—Menu, Consumer, Restaurant and People—allowing McDonald’s to divide “sell more hamburgers” into enough PowerPoint slides to qualify as corporate transformation.
The company plans to gain 1.5 percentage points of market share in both chicken and beverages by 2030, deploy AI-enabled restaurant technology, and provide roughly $8.5 billion in franchisee support through 2036.
“This represents a fundamental reimagining of our business,” explained one strategy consultant while quietly dragging SELL MORE BIG MACS into the center of a 47-box flowchart.
Management said stronger customer traffic will improve restaurant economics, creating additional capacity to reinvest in growth, which should produce still more customer traffic.
Analysts praised the sophisticated new flywheel.
McDonald’s sells more McDonald’s, allowing McDonald’s to invest in selling more McDonald’s, which ultimately positions McDonald’s to sell more McDonald’s.
The future of hamburgers has arrived.
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