Fast-Food Giant McDonald’s Aims for Unprecedented Expansion, Updates Menu and Technology
McDonald’s, the world’s largest fast-food chain, is set for its fastest growth in history, with plans to expand to 50,000 restaurants worldwide by 2027. The company’s CEO and president, Chris Kempczinski, expressed confidence in their trajectory for future growth, building upon the brand strength and global footprint.
The company reported high-single-digit sales growth in international markets, highlighting its success in attracting global customers. Additionally, McDonald’s recently announced the buyback of Carlyle’s minority ownership stake in its China business, further solidifying its presence in the Chinese market.
In response to changing consumer preferences, McDonald’s unveiled plans to update its burger lineup by 2026. This revamp will include classics like the Big Mac, McDouble burger, cheeseburger, double cheeseburger, and hamburger. The move aims to keep the menu fresh and appealing while staying true to the brand’s iconic offerings.
One aspect of McDonald’s business that is experiencing significant growth is its chicken division. With the goal of capitalizing on the popularity of chicken products, the company plans to introduce the McCrispy chicken sandwich to all its markets by the end of 2025. This move reflects a strategic focus on diversifying its offerings to cater to different customer preferences.
The company’s success in the United States can be attributed to a combination of factors. Higher menu prices, new marketing campaigns, and an increase in digital and delivery orders have contributed to strong sales in the last quarter. Recognizing the growing importance of digital platforms, McDonald’s aims to invest in digital, delivery, and drive-through services. By 2027, the company aims to boost its active loyalty user base from 150 million to 250 million 90-day active users.
Embracing the potential of technology, McDonald’s has formed a partnership with Google Cloud to enhance its operations and customer experience. This collaboration, set to start in 2024, will deploy generative AI to streamline processes and deliver a more efficient and personalized service.
In a strategic move to stay ahead of the competition, McDonald’s sold its automated ordering business, McD Tech Labs, to IBM in 2021. Rival fast-food chain Wendy’s has announced plans to automate its drive-through using Google Cloud’s technology, indicating the increasing adoption of automation in the industry.
McDonald’s ambitious plans for expansion and investment in menu updates, digital capabilities, and technological advancements demonstrate its commitment to staying at the forefront of the fast-food industry. As the company strives to meet evolving consumer demands, it seeks to solidify its position as the global leader in the fast-food market.
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