McDonald’s is planning an $8.5 billion, decade-long overhaul called “McDonald’s Next” to adapt its menu toward protein-first and GLP-1 consumers, the company confirmed this week. The fast food giant aims to introduce smaller, more flexible portions including grilled chicken sandwiches, wraps, crispy chicken and burger bowls, and egg bites to reflect changing eating habits, CEO Chris Kempczinski said in a CNBC interview, according to fortune.com.
The company has already started repositioning its menu by adding protein callouts to 17 items in its app and restaurant kiosks since April. McDonald’s currently offers over 30 menu items with at least 15 grams of protein. Skye Anderson, president of McDonald’s USA, noted at the September investor day that around 30 million Americans use GLP-1 drugs, while research indicates an additional 60 million Americans are actively seeking higher protein intake in their diets, per fortune.com.
This strategic shift marks a departure from McDonald’s previous focus on supersized portions, aligning with broader health trends influencing fast food. The move targets a growing market segment driven by weight management and dietary preferences linked to GLP-1 medications and protein consumption. The Gallup report cited by McDonald’s found that 11% of American adults currently use GLP-1 drugs, underscoring the potential scale of this consumer base, according to fortune.com.
McDonald’s plans to continue evolving its menu throughout the decade to meet these consumer demands, with the $8.5 billion investment supporting product development and marketing efforts. The company’s investor day in September highlighted this strategy as central to its future growth in the U.S. fast food market, as detailed by fortune.com.