The leader of McDonald’s, Chris Kempczinski, has announced plans to significantly shorten the time it takes for new burger concepts to reach customers. Currently, developing and rolling out new burgers can take several years, a process Kempczinski aims to streamline. The company is restructuring its leadership and operations to expedite product development, including appointing Jill McDonald as the first chief restaurant experience officer. This move comes amid stagnant financial results and a need to adapt to changing consumer preferences in the fast-food industry.
In an effort to revitalize its menu offerings, McDonald's is rethinking how it develops and introduces new products. According to CEO Chris Kempczinski, the company has historically taken too long—often years—to bring new burger ideas from concept to customer. Recognizing this delay, Kempczinski is implementing changes to accelerate innovation. One key change involves reshuffling the executive team to focus on speeding up the introduction of new technology and products into restaurants.
Jill McDonald, previously leading the international division, will assume the newly created role of chief restaurant experience officer starting May 1. Her responsibilities will encompass overseeing innovation, supply chains, and operations. With extensive experience in retail, including top positions at Marks and Spencer and Costa Coffee, she is expected to bring fresh perspectives to the table. Kempczinski highlighted that having one person oversee these aspects will ensure a more cohesive approach to restaurant improvements.
Beyond burgers, Kempczinski also signaled plans to expand the beverage menu. By dedicating resources specifically to drink development, McDonald's hopes to retain customers who might otherwise visit competitors for their beverages. The CEO emphasized the importance of offering a comprehensive menu that keeps customers within the McDonald's ecosystem.
These strategic shifts come at a critical time for McDonald's, which reported flat financial performance in 2024. Global comparable sales declined slightly, and full-year revenue was $25.92 billion. Despite these challenges, the company remains focused on attracting cost-conscious consumers with affordable meal options. In February, Kempczinski noted the success of $5 meal deals in the U.S., and in March, the chain offered Egg McMuffins for just $1, despite rising egg prices.
Kempczinski's initiatives aim to address both internal inefficiencies and external market pressures. By streamlining product development and enhancing menu offerings, McDonald's seeks to regain momentum in a competitive fast-food landscape. These changes reflect the company's commitment to staying relevant and meeting the evolving needs of its customers.