McDonald's has unveiled its "NEXT" growth strategy at its investor day in Chicago, aiming to improve food quality and customer experience. The fast-food chain plans to gain 0.5 percentage points of market share in chicken and beverages by 2030, whilst targeting operating margins in the low to mid-50s. The company will invest $8.5 billion to help franchisees modernise restaurants under its "Make It Golden" plan. The initiative comes as McDonald's shares have fallen 10% this year, with same-store sales up barely 1% last quarter. The strategy includes bringing back human interaction at locations, moving away from digital kiosks that customers have found frustrating. McDonald's aims to recreate the customer-focused experience that previously made it a destination for families.

McDonald's is reviving its Monopoly promotion on 6 October, offering a $1 million cash prize and other rewards as it seeks to boost momentum. The promotion, based on Hasbro's board game, runs through 1 November and includes prizes such as vehicles, vacations, and free McDonald's for a year. The fast-food chain's shares have fallen more than 17% this year. McDonald's is hosting an Investor Day on Wednesday to outline its medium-term strategy, with analysts watching for updates on menu innovation and promotional activity. In the second quarter, McDonald's reported adjusted earnings per share of $3.38, beating the $3.32 analyst estimate, whilst revenue rose 4% year-over-year to $7.099 billion.

McDonald's is testing a retail media network on menu screens. By Sean Cao September 22, 2026 McDonald's is piloting ads from other brands on the digital menu screens at its restaurants, as the company looks for a new way to boost its revenues. According to Bloomberg, the third-party ads show up on the screens as customers wait for their burgers and fries after placing orders. The test is being carried out on drive-thru digital boards and in-store self-service kiosks at several locations in the US. With more than 13,700 restaurants across the market, the move is expected to create a new revenue stream for the company. "This limited menu board advertising pilot at select company-owned restaurants is exploring ways to share post-purchase content that customers may find helpful, relevant, or interesting, while ensuring the McDonald's experience remains at the center of every visit," a McDonald's spokesperson said in an email to Bloomberg. The move comes as the company reported a 1.3 per cent increase in global comparable sales for the second quarter ended June 30. In the US, comp sales grew by a more modest 0.8 per cent, a major step back from the 3.9 per cent growth seen in the first quarter, as the business faced falling traffic.