McDonald’s, continuing its trajectory of expansive growth, has announced plans to introduce larger burgers to its menu lineup, responding to the clamor for heartier options among its customer base. CEO Chris Kempczinski shared this development in an exclusive interview with CNN Business, reaffirming the company’s commitment to meeting evolving consumer preferences.
This move follows an acknowledgment from Jo Sempels, responsible for overseeing markets where McDonald’s operates through licensing agreements, of the increasing demand for bigger and higher-quality burgers. Sempels emphasized the company’s responsiveness to customer feedback, striving to deliver satisfying and substantial offerings. Notably, this initiative aligns with McDonald’s ongoing efforts to enhance its core menu items, such as recent adjustments to burger cooking methods aimed at delivering juicier and more flavorful options.
McDonald’s intends to conduct extensive testing of the larger burgers across different markets before implementing a broader rollout strategy across its vast network of over 40,000 restaurants worldwide. While specific details regarding the size increase and rollout timeline remain undisclosed, the company aims to maintain affordable pricing while delivering an enhanced burger experience to its patrons.
This strategic move forms part of McDonald’s ambitious growth agenda, described as the “fastest period of growth in the brand’s history.” As part of its overarching expansion plan, the company aims to add 9,000 new locations and attract a staggering 100 million new members to its loyalty program by 2027. With aspirations to reach 50,000 restaurants globally within the next four years, McDonald’s is poised for significant expansion.
To support these ambitious objectives, McDonald’s has earmarked substantial financial investments, with nearly $2.5 billion allocated for capital expenditures in 2024 alone. This investment underscores the company’s unwavering commitment to rapid growth and meeting evolving consumer demands. While McDonald’s plans to bolster its presence in overseas markets such as Canada, France, and Australia, the focus for new locations predominantly lies in the United States, particularly in regions like the South where there is notable customer migration.
