McDonald’s plans to perfect its menu in 2023 – here’s what’s in store

Wondering what to expect from the Golden Arches in 2023? More innovative advertising campaigns, fresh interpretations of menu classics and a a whole lot of chicken. Oh, and did we mention that futuristic takeaway only place with conveyor belt?

When it comes to fast food supremacy, McDonald’s is undeniably king of the hill. The chain routinely blows its competitors out of the water in terms of profitability and sales. For example in 2021 reported sales in excess of $23 billion. Meanwhile, Yum Brands!, the parent company of KFC, Pizza Hut and Taco Bell, around $6.5 billion reported in sales in the same year.

Such dominance does not happen overnight. McDonald’s built theirs fast food empire since Ray Croc bought the company in 1961 and made the brand global. Of course, now is hardly the time for Mickey D’s to rest on their laurels; Restaurant Juggernaut has big growth plans for 2023 in the form of its Accelerating the Arches 2.0 roadmap.

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ATA 2.0 is all about McDonald’s three MCD pillars: maximizing marketing (brand awareness, affordability), committing to core products (burger, chicken, coffee), and doubling down on the four Ds (delivery, drive-thru, digital, and development) .

“As we enter 2023 from a position of strength, we cannot stand still. As Ray Kroc used to say, ‘Unless you’re green and growing, you’re ripe and rotten.’ Fortunately, there is still so much room for growth within our “MCD” pillars. “However, to realize the full potential of our strategy, we also need to objectively evaluate areas where we can improve,” said President and Chief Executive Officer Chris Kempczinski in one Notice of June 1st Memo to McDonald’s employees worldwide.

The paragraphs above contain a whole bunch of buzzwords. So, more simply put, what can Mickey D customers expect in the coming year? McDonald’s plans to focus even more on innovative, unconventional marketing efforts, such as the successful 2020 Famous Orders campaign. This ad was shown to viewers various meals ordered from McDonald’s by celebrities such as Kim Kardashian, Dracula and Magic Johnson.

“We will continue to leverage this strategy and scale platforms across markets to find new ways to capitalize on the zeitgeist and have fun with our customers,” added McDonald’s in a press release.

In addition, McDonald’s will focus on improving its already legendary menu. It plans to outdo itself this year with updates to classics like Big Mac, Fries, and Chicken Nuggets. We can also expect to see more of what’s been working for the company lately: Celebrity Meal Collaborations and more chicken items.

“We will also build on the success of new global favorites like the McCrispy Chicken Sandwich while also leaning on core icons like Chicken McNuggets. Chicken will continue to be a growth driver as we seek to further increase our global market share,” the press release explained.

McDonalds chicken sandwich

McDonalds chicken sandwich

Moving on to the “D” section of the “MCD” pillars, McDonald’s reports that digital accounts for more than a third of systemwide sales in its six largest markets. This estimate includes orders placed at digital kiosks, the McDonald’s app and McDelivery. In 2023, the brand plans to create even more personalized and convenient experiences for customers ordering through digital channels. The McDonald’s loyalty program has already expanded to over 50 markets and there are over 25 million active digital Mickey D’s customers in the US alone.

As demand for digital and automated services continues to grow, McDonald’s also plans to prioritize restaurant development in new and exciting ways. For example, a McDonald’s restaurant in Fort Worth, Texas will open soon which is takeout only and has an order lane and grocery conveyor belt.

Eat this, not that

Eat this, not that

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