McDonald's global business and menu strategy

McDonald's is executing various strategic expansions and menu changes across international markets. In Spain, the company has launched the ‘Big Arch’ burger, a product designed to compete via portion size rather than premium exclusivity. This follows a strategic pivot after previous attempts to capture market share through premium offerings were deemed a “mistake” by company leadership.

Further expansion in Spain includes the preparation of a fourth restaurant in León, located within the León Plaza shopping center. Simultaneously, in the United States, the company is piloting a digital advertising program on menu boards to monetize customer wait times as it manages rising costs and slower sales growth. This pilot program at select company-owned restaurants tests advertising other brands on digital screens after orders are placed, a move toward retail media intended to utilize the company’s extensive network of drive-thru and in-store displays.

In the United Kingdom and Ireland, the company has launched the ‘World Menu Heist’ campaign. Utilizing social listening to identify products frequently discussed by international customers, McDonald's is temporarily introducing nine items from various global markets. The selection features items such as the Big Rösti from Germany, the Maple & Cheddar Chicken from Canada, and Mac and Cheese Triangles from the UAE.