McDonald's Is Changing How You Order, What You Eat and How Its Restaurants Work

McDonald's is putting billions of dollars behind restaurant upgrades, artificial intelligence and new menu options that could give customers faster ordering, more food choices and more efficient restaurant experiences, as it tries to attract more visits amid flat industry traffic in key markets and elevated inflation.

The fast-food giant unveiled the details of its McDonald's > NEXT strategy at an investor day in Chicago on 23 September. It plans to provide approximately $8.5 billion (£6.3 billion) in franchisee support through 2036, including about $5 billion (£3.7 billion) through 2030, through rent relief and capital support for restaurant modernisation, technology and operational improvements.

The $8.5 billion (£6.3 billion) is not an AI-only investment. Instead, artificial intelligence, menu innovation, restaurant upgrades and employee training form parts of a broader strategy designed to increase visits while making McDonald's restaurants more efficient.

McDonald's Puts $8.5B Behind Restaurant Overhaul

McDonald's is rolling out NEXT across its US and International Operated Markets as it responds to a broader industry traffic challenge. About 95% of its more than 46,000 restaurants worldwide are owned and operated by independent local business owners, making franchisee participation central to the plan.

The company expects its restaurant-level efficiency programme to deliver approximately 250 basis points of gross restaurant-level efficiency gains, equivalent to about $100,000 (£74,000) in annual cash-flow benefits for the average US restaurant.

The support is intended to help franchisees modernise their restaurants and adopt the changes required under NEXT, rather than leaving individual operators to fund the transformation alone.

AI Moves Into McDonald's Restaurants

Technology is a major part of the overhaul. McDonald's plans to deploy its GenAI-enabled ArchIQ platform at scale, alongside simplified kitchen operations and modernised restaurant designs.

McDonald's is also expanding AI-enabled technology for restaurant operations, including drive-thru ordering. The company is positioning these tools as part of its efficiency push, using them alongside simplified kitchen processes to help restaurants handle orders and operations more efficiently.

Associated Press reporting said McDonald's Archy AI-enabled drive-thru ordering system can take orders in Spanish and English, while ArchIQ is being developed to support broader restaurant operations.

Quartz reported that McDonald's is broadening adoption of its AI-driven technology as part of its effort to streamline operations.

The technology rollout is therefore tied to the company's wider restaurant-efficiency target rather than being presented as a standalone AI spending programme.

New Menu Options Target Chicken and Protein

McDonald's is also changing its menu as it looks for more reasons for customers to visit.

McDonald's USA President Skye Anderson said the chain is considering products including protein bowls, grilled chicken and egg bites as it responds to interest in protein-focused eating. The company is targeting a 1.5 percentage point gain in chicken and beverage market share by 2030, while maintaining its leadership in beef.

The chain is also expanding testing of hand-breaded chicken, a format already rolled out at about 10,000 McDonald's restaurants in Asia, with further testing planned in additional US markets and Ireland.

The additions would broaden McDonald's beyond its traditional burger-led offering as the company targets growth in chicken, beverages and protein-focused meals.

Flat Traffic Remains the Challenge

The investment comes as McDonald's confronts weaker customer traffic and persistent inflation. The company has warned that industry traffic in key markets could remain flat while inflation stays elevated, making customer visits a central challenge for the NEXT strategy.

In the US, comparable sales increased just 0.8% in the second quarter of 2026, down from 2.5% a year earlier, while domestic guest counts declined.

Reuters reported that McDonald's shares fell as much as 6.5% during trading on 23 September following the investor-day announcement and traffic warning.

The figures underline the challenge facing McDonald's as it rolls out the NEXT strategy across its global restaurant system while key markets continue to face pressure on customer traffic.