McDonald’s says it will focus on better-tasting meals and a restaurant redesign as part of its latest corporate strategy.
CEO Chris Kempczinski detailed the new “McDonald’s > NEXT” strategy in a message sent to employees on Monday. The chain is working to “elevate taste and quality,” “unlock better experiences and productivity” inside its restaurants and “redefine hospitality” for customers, according to the memo.
“Traditional competitors are upgrading their menus, and a new wave of specialists are emerging and redefining taste and quality across chicken, beef, and beverages,” Kempczinski wrote to employees.
“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,” he added.
The fast food chain is among the largest in the world, with tens of thousands of locations across more than 100 countries.
In addition to the restaurant redesign, McDonald’s is also testing ARCHY, an automated ordering system, at a few of its locations, according to CNBC.
Jill McDonald, the chain’s global chief restaurant experience officer, said the “McDonald’s > NEXT” strategy will improve experiences for both customers and employees.
“We’re raising the bar for our menu by improving quality and consistency at scale and innovating in spaces where we see growth potential and know matter to our customers, like chicken, beef and beverages. We’re creating feel-good moments for customers and crew by making our restaurants easier to run and more enjoyable to visit,” she said.
This comes about a month after McDonald’s unveiled a new value menu, which features a range of items that cost less than $3. The new menu also did away with the chain’s infamous buy-one, add-one-for-$1 option.
“Alongside other everyday value offerings like Meal Deals, customers now have more options to choose from – whether they’re looking for a quick snack or a complete meal,” a McDonald’s spokesperson told Fast Company when asked about the new menu.
McDonald’s also recently released a new drink line-up, which includes a Mango Pineapple Refresher with strawberry popping boba and a Dirty Dr. Pepper with cold foam. The products launched on May 6 and are “here to stay,” according to the chain.
Kempczinski said Monday customers are relying on McDonald’s 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,” he added.
