McDonald's > Next has aimed to introduce a new strategy to boost growth and productivity, in an attempt to be the top choice for customers.
McDonald’s has introduced its new era of growth and productivity, launching McDonald’s > Next, in its attempt to be the customer’s first choice, every time, as competition in the local and global QSR sector continues to sharpen.
CEO and Chairman, Chris Kempczinski, said that McDonald’s > Next has been in development for the last several years, as its system became stronger. He said the chain has built one of the largest loyalty programs in the world, and has connected its brand to culture like never before, creating capabilities that few companies can match.
“Ray Kroc built this company on a simple yet powerful promise: great tasting food, served with a smile, at a good value. Take care of the customer and the rest looks after itself,” said Kempcsinzski.
“And when you've built what we've built, there's no better time to ask the question that has driven this company through every era: what's NEXT?”
He said the competitive landscape is changing and with it, customers’ expectations. Traditional competitors are upgrading their menus, and a new wave of specialists are merging and redefining taste and quality across chicken, beef, and beverages.
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.
“Customers also depend on us 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.
“We can’t ask our customers to choose. Hospitality or speed. Great taste or convenience. Value or quality. They want what Ray called the total of everything. They won’t trade one for another because they don’t have to.”
Kempcsinzski said that in a world where every restaurant is a swipe away, there is no such thing as second place. Which he said begged the question: are we our customers' first choice?
“For most it’s an unequivocal “yes,” every time. For some, “not yet.” And "not yet" is something we refuse to live with,” he said.
“So, we're going to earn it the way we always have: by rededicating ourselves to Ray's promise, built for the way customers and crew live today.”
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