McDonald’s is committing about $8.5 billion through 2036 to support franchisees as the fast-food giant seeks to attract more customers with redesigned restaurants, new menu offerings, artificial intelligence and employee training.
The company unveiled the details of its McDonald’s > NEXT strategy at its investor day in Chicago on Sept. 23. The plan comes as McDonald’s works to improve traffic and compete more aggressively in categories such as chicken and beverages. Under the plan, McDonald’s expects to provide approximately $5 billion of the $8.5 billion in franchisee support by 2030, through a combination of rent relief and capital support. The company said the investment will help accelerate restaurant modernization, technology deployment and operational improvements.
READ: Shooting at McDonald’s leaves employee injured, suspect dead in officer-involved shooting (August 25, 2026)
The restaurant upgrades are expected to include more efficient kitchen layouts, improved drive-thru operations, delivery lockers, more visible coffee preparation areas and redesigned customer spaces. McDonald’s is also bringing back smaller PlayPlace areas with slides and other traditional features as part of an effort to make restaurants more appealing to families.
The company estimates that the full rollout of its restaurant initiatives could generate approximately 250 basis points of gross restaurant-level efficiency gains, equivalent to roughly $100,000 in annual cash flow for the average U.S. restaurant. McDonald’s estimates an approximately four-year payback for franchisees after the company’s contribution.
Chicken becomes a major growth target
McDonald’s is also looking to expand its presence in the chicken market. The company is testing hand-breaded chicken in the United States and plans to expand testing to additional U.S. and Ireland restaurants in 2027.
The company is targeting a 1.5-percentage-point increase in chicken market share by 2030, while seeking a similar gain in beverages. McDonald’s also plans to expand McNuggets flavors and sauces, McCrispy offerings and McWings, while testing grilled chicken sandwiches and wraps. McDonald’s said it will continue to maintain its leadership position in beef while using chicken and beverages as additional avenues for growth.
The company is also responding to changing consumer demand for protein. McDonald’s USA President Skye Anderson said about 60 million Americans are actively seeking more protein in their diets, while roughly 30 million Americans are using GLP-1 weight-loss medications, according to AP.
AI to play bigger role in restaurants
Artificial intelligence is another major part of the strategy.
McDonald’s is accelerating deployment of ArchIQ, an AI-enabled system developed with Google that can help improve order accuracy and automate restaurant tasks such as inventory management and scheduling. The company is also looking at AI applications in kitchens and drive-thru operations.
McDonald’s said scales designed to improve order accuracy are currently deployed at about 10,000 restaurants globally and are expected to reach 20,000 restaurants by 2028.
Training and customer experience
The company is pairing the technology and restaurant upgrades with a broader employee-training initiative called “Make It Golden.” The multiyear program is designed to improve food execution and hospitality across the system, with McDonald’s seeking a more consistent customer experience at its restaurants.
READ: NYC Mayor Zohran Mamdani joins Starbucks boycott, says ‘no contract, no coffee’ (November 14, 2025)
McDonald’s said the strategy builds on its earlier Accelerating the Arches program, which helped expand its digital business and restaurant footprint. The company now has more than 46,000 restaurants globally and serves more than 70 million customers each day, according to QSR.
The latest strategy comes as McDonald’s faces pressure to improve customer traffic in the U.S. and compete with rivals including Burger King. The company is therefore combining menu changes, restaurant remodeling, technology and employee training rather than relying on pricing and promotions alone.