McDonald’s forms Restaurant Experience Team to enhance operations, innovation

GLOBAL – McDonald’s has formed a Restaurant Experience Team to streamline operations, supply chain, franchising, development, design, delivery, and Speedee Labs, as outlined in a message from CEO Chris Kempczinski to the brand’s system on March 11.

As part of this strategic shift, McDonald’s is launching a Restaurant Experience Team, which will oversee three dedicated teams focused on chicken, beef, and beverages/desserts.

This move aims to protect market share and strengthen competitiveness against category-specific brands such as KFC, Chick-fil-A, Raising Cane’s, and Dutch Bros.

The company emphasized that it is adopting a specialist’s approach to its operations to counter these focused competitors.

According to McDonald’s CEO Chris Kempczinski, the newly formed menu-focused teams will have direct responsibility for expanding global market share in these priority categories.

The company has already been leveraging limited-time offerings (LTOs) to boost sales, with key launches including the Chicken Big Mac in October and the planned return of Snack Wraps and chicken strips this year.

Kempczinski explained in an internal announcement that the Restaurant Experience Team builds on a customer experience initiative introduced a few years ago.

By consolidating multiple vertical responsibilities under one unit, McDonald’s aims to improve collaboration across supply chain, operations, and restaurant design, allowing for smoother implementation of system-wide changes.

The team will also be responsible for ensuring that new technologies positively impact unit economics, driving efficiency at the store level.

This restructuring reflects a broader industry trend, with McDonald’s not being the only brand making menu-focused strategic adjustments.

Wendy’s is intensifying its focus on the chicken category and beverage offerings, while Jollibee recently introduced premium drinks to attract younger consumers.

Similarly, Sonic expanded its beverage menu in June. These initiatives highlight how leading fast-food chains are refining their category-specific growth strategies to maintain competitiveness in an evolving market.

McDonald’s is restructuring its leadership to enhance the restaurant experience, with Jill McDonald set to be promoted from President of International Operated Markets to Chief Restaurant Experience Officer on May 1.

Additionally, the company is establishing a Global Chief Restaurant Officer position but has yet to fill the role.

By emphasizing a specialist-driven approach and aligning internal teams with consumer demand, McDonald’s is positioning itself for sustained growth and innovation in an increasingly competitive fast-food landscape.

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