McDonald’s announced a new corporate strategy this week, aiming to make its stores easier to operate as the chain enters the busy summer season. The plan, called 'McDonald’s>NEXT,' focuses on automation, hospitality standards, and a renewed emphasis on food quality.
Executives outlined the changes on Monday, citing the need to manage summer crowds and late-night demand across New York City locations. The company plans to roll out more automation at registers and in kitchens, reducing the pressure on staff during peak hours. Tablets and self-serve kiosks have been appearing in Midtown and the Bronx over the past month.
The strategy also calls for training staff in hospitality basics, with managers in Queens reporting new protocols for greeting and order accuracy. Social media will play a more prominent role in marketing, targeting younger customers with local promotions and menu highlights.
Quality control is another focus. McDonald’s says it is working to improve the taste of its core menu items, including fries and sandwiches. Recent feedback from Harlem franchisees pointed to tighter checks on fry times and fresh produce.
The changes come as national fast-food chains face higher labor costs and shifting customer expectations. McDonald’s executives say the updates are designed to keep service consistent as city foot traffic rises with the June heat.