McDonald's unveils new global growth strategy to win over diners as competition rises

People walk by a McDonald's restaurant on March 11, 2026 in Las Vegas, Nevada. Kevin Carter | Getty Images McDonald's on Monday unveiled its latest global growth strategy to help the fast-food giant become customers' first choice as it faces new rivals and consumer spending stretched by high gas prices. A new restaurant design, better tasting food and drinks, consumer-led innovation and improved customer service are the four cornerstones of the new plan, which the company calls "McDonald's > NEXT." Executives made the announcement at McDonald's biennial Worldwide Convention for franchisees, held this year in Las Vegas. The chain released its last global strategy, known as "Accelerating the Arches," in November 2020 as its sales bounced back from the pandemic. The growth plan comes as restaurants compete for a smaller pool of customers, and a new crop of chains, like Raising Cane's and 7 Brew Drive Thru Coffee, threaten McDonald's sales. So far, McDonald's, the largest U.S. restaurant chain by revenue, has managed to hold onto its dominant spot, with four straight quarters of same-store sales growth. "Traditional competitors are upgrading their menus, and a new wave of specialists are emerging and redefining taste and quality across chicken, beef, and beverages," McDonald's CEO Chris Kempczinski wrote in a memo to the chain's global system. "In a world where every restaurant is a swipe away, there is no such thing as second place," he added. …