McDonald's CEO Emphasizes Customer First, Driving Future Growth
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 01 2026
0mins
McDonald's chairman and CEO, Chris Kempczinski said in a statement, "Over the last several years, we've made this System stronger. We built one of the largest loyalty programs in the world. Connected our brand to culture like never before. We created capabilities few companies can match. 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? The competitive landscape is changing and with it, customers' expectations. Traditional competitors are upgrading their menus, and a new wave of specialists are emerging 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. 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. In a world where every restaurant is a swipe away, there is no such thing as second place. Which begs the question: are we our customer's 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. 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. Our ambition is simple: Be our customer's first choice. Every time. We're calling it, McDonald's greater than NEXT. McDonald's greater than NEXT is how we'll unlock our next phase of growth and productivity, by bringing in more customers more often and improving unit economics. NEXT is the what. Our shared destination. You'll write the how, with your own path shaped by your market, your customers, and your crew. Time and again, we've looked at a changing world, taken what made us great, and brought it to the next level. When we're aligned as a System, we are unstoppable. That's how we've always earned our customers. NEXT starts now."
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Analyst Views on MCD
Wall Street analysts forecast MCD stock price to rise
23 Analyst Rating
12 Buy
11 Hold
0 Sell
Moderate Buy
Current: 283.820
Low
300.00
Averages
337.63
High
375.00
Current: 283.820
Low
300.00
Averages
337.63
High
375.00
About MCD
McDonald's Corporation is a global foodservice retailer. Its segment includes U.S., International Operated Markets, and International Developmental Licensed Markets & Corporate. The U.S. segment is its largest market and is 95% franchised. The International Operated Markets segment comprises markets or countries in which it operates and franchises restaurants, including Australia, Canada, France, Germany, Italy, Poland, Spain, and the United Kingdom. This segment is 89% franchised. The International Developmental Licensed Markets & Corporate segment comprises development licensee and affiliate markets, including equity method investments in China and Japan. This segment is 99% franchised. Its menu features hamburgers and cheeseburgers, the Big Mac, the Quarter Pounder with Cheese, the Filet-O-Fish, and several chicken sandwiches, such as the McChicken and McCrispy as well as Chicken McNuggets, Fries, shakes, sundaes, cookies, soft drinks, coffee, and other beverages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Brand Image Update: The new logo and restaurant designs will enhance customer experience, particularly with the upcoming new concept restaurants in Texas and the UAE, aimed at improving in-person dining engagement.
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- Young Consumer Preferences: As younger consumers increasingly favor customizable drinks and social media-friendly concoctions, Coca-Cola faces challenges; despite innovations like Freestyle soda machines, many initiatives have failed to gain traction in McDonald's restaurants.
- Strategic Priority Shift: Under CEO Chris Kempczinski, beverage innovation has become a strategic priority for McDonald's, which has incorporated lessons from its short-lived CosMc's beverage concept into a broader menu strategy to enhance growth potential.
- Partnership Restructuring: The partnership between McDonald's and Coca-Cola, established in 1955, remains strong, yet McDonald's seeks to introduce a broader range of beverage suppliers to drive growth, indicating a renegotiation of their long-standing alliance in response to changing consumer tastes.
See More
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- Event Scale and Economic Impact: The 2026 World Cup, hosted in North America, is expected to attract over 6.5 million fans, generating approximately $14 billion in event-related spending and contributing $17.2 billion to the U.S. GDP, highlighting its significant economic impact.
- Investment Return Potential: Historical data indicates that host-country equities have delivered median returns of about 10% during World Cup years, driven by increased tourism spending and consumer sentiment, making related stocks attractive for investors.
- Surge in Advertising Spending: Digital advertising is projected to be a major beneficiary, with an estimated $5 billion increase in global advertising spending, 73% of which is expected to flow through digital channels, showcasing the World Cup's strong influence on the advertising market.
- Recommended Investment Basket: JPMorgan advises investors to consider the 2026 World Cup Beneficiaries Basket, which includes companies like Alphabet, Booking Holdings, and Coca-Cola, anticipating strong performance during the tournament.
See More
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- Concentration Risk: The top 10 components of the S&P 500 account for 39% of its total market value, with weights of 7.43% for Nvidia, 6.59% for Alphabet, and 6.48% for Apple, indicating a high concentration of investor funds in a few companies, which increases market volatility risk.
- Alternative Investment Options: The Invesco S&P 500 Equal Weight ETF (RSP) offers a more balanced investment approach compared to standard market-cap-weighted funds, with a 15-year average annual return of 12%, lower than Vanguard's 14.4%, but may hold its value better during market downturns.
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- Alternative Investment Options: The Invesco S&P 500 Equal Weight ETF offers a balanced investment approach, with quarterly rebalancing that equalizes stock weights; although it has averaged annual gains of 12%, lower than Vanguard's 14.4%, it may provide better resilience during market downturns.
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