CHICAGO, U.S. – McDonald’s Corporation announces a new growth strategy, Accelerating the Arches, which encompasses all aspects of McDonald’s business as the leading global omni-channel restaurant brand. The strategy includes a refreshed purpose to feed and foster the communities McDonald’s and its franchisees serve around the world, updated values that guide actions and behaviors, and growth pillars that build on McDonald’s competitive advantages.
The growth pillars, which are rooted in the Company’s identity, MCD, build on historic strengths and articulate areas of further opportunity. Specifically, the Company will animate the MCD in the following ways:
- Maximize Marketing by investing in new, culturally relevant approaches to effectively communicate the story of brand, food and purpose.
- Commit to the Core by tapping into customer demand for the familiar and focusing on serving burgers, chicken and coffee.
- Double Down on the 3 D’s (Digital, Delivery and Drive Thru) by leveraging competitive strengths and building a powerful digital experience growth engine that provides a fast, easy experience for our customers.
“In countries around the world, we have seen customer behaviors change at an unprecedented pace over the last several months. We believe this presents an opportunity to do something special as we write the next great chapter of McDonald’s,” said McDonald’s President and Chief Executive Officer Chris Kempczinski.
“By embracing a bigger, more holistic vision for the future, Accelerating the Arches defines how McDonald’s will deliver value to all stakeholders by providing a clear roadmap of what we can do for the millions of customers, in the thousands of communities, we serve each and every day. With our new growth strategy, we will build on our inherent strengths by harnessing our competitive advantages and investing in innovations that enable us to continue to offer fast, easy moments for our customers.”