# McDonald's global business and menu strategy

> Live situation record from CLSTR: https://clstr.news/situations/mcdonalds-global-business-and-menu-strategy
> Updated: 2026-09-23T13:52:39.000Z. Sources: 11. Developments: 3.

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.

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. A company spokesperson stated the initiative is intended to explore ways to share “post-purchase content that customers may find helpful, relevant, or interesting.” Additionally, the company has revealed plans for an AI-powered ‘ArchIQ’ assistant, which can take orders in English and Spanish and identify repeat customers.

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.

## Timeline

### 2026-09-23: McDonald’s tests third-party advertisements on digital drive-thru menus

McDonald’s is testing a pilot program that displays third-party advertisements on digital drive-thru menu boards after customers have placed their orders.

3 sources. https://clstr.news/cluster/mcdonalds-tests-third-party-advertisements-on-digital-drive-thru-menus

### 2026-09-21: McDonald's tests digital menu advertising and launches international menu campaign

McDonald's is testing third-party advertising on digital menu boards in the US and launching a ‘World Menu Heist’ campaign in the UK and Ireland featuring international menu items.

5 sources. https://clstr.news/cluster/mcdonalds-expands-in-spain-and-tests-digital-advertising-in-the-us

### 2026-08-25: McDonald's launches Big Arch burger in Spain

McDonald's is launching the Big Arch in Spain, shifting its strategy from premium burgers to larger portions featuring two beef patties and three slices of cheese.

3 sources. https://clstr.news/cluster/mcdonalds-launches-big-arch-burger-in-spain

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Cite as: McDonald's global business and menu strategy. CLSTR, https://clstr.news/situations/mcdonalds-global-business-and-menu-strategy