McDonald’s has announced its growth strategy, called ‘Accelerating the Arches,’ which includes three pillars: Maximize Marketing; Commit to the Core; and Double Down on the 3Ds (digital, delivery and drive through).
Among its plans, McDonald’s said will test a plant-based burger in several markets next year as part of overall plant-based menu offerings, which it calls ‘McPlant.’
International President Ian Borden said that McPlant was created “by McDonald’s and for McDonald’s.” Borden said that the McPlant line could also include chicken substitutes.
McDonald’s has not yet disclosed the supplier for the line, but a spokesperson for plant-based brand Beyond Meat told CNBC that the company co-created the McPlant plant-based patty.
In addition to plant-based items, McDonald’s outlined plans to launch a new crispy chicken sandwich in the U.S. early next year. And in further efforts to cater to the demand for familiar comfort foods, it will also work to improve core items, like with new, toasty buns and an “enhanced grilling approach” for its hamburgers.
“Demand for the familiar in these uncertain times is more important than ever,” McDonald’s said in its investor update.
In addition, McDonald’s said it will be introducing new packaging with a “modern, refreshing feel,” as well as improving its drive-through and delivery services. The chain plans to enable increased delivery through the McDonald’s app and improve the speed and accuracy of delivery orders.
It will also test new concepts at its drive-throughs, including automated order-taking, as well as express pickup lanes for people who placed digital orders. And it will test out restaurants with drive-throughs that are only open for delivery and pickup orders.
A new digital hub, ‘MyMcDonald’s,’ will include a new loyalty program that will be piloted in Phoenix, Ariz., within the next few weeks.
“This is a moment when we proudly embrace both what we are going to do to write the next chapter of McDonald’s growth and how we are going to do it,” said CEO Chris Kempczinski. “This is a moment when we share a new growth strategy for our future while articulating a clear vision of where we’re going to make a difference for a world in need of community and connection.”
