Note: we are republishing this story which originally made the news in December 2023. McDonald’s, in the wake of its ambitious plan to open 9,000 new locations globally, is set to offer bigger burgers to its customers, according to CEO Chris Kempczinski. In an exclusive interview with CNN Business, Kempczinski revealed that the expansion will include larger burger options to meet the demands of customers seeking heartier choices.
Acknowledging the appetite for larger, high-quality burgers, Jo Sempels, responsible for overseeing markets where McDonald’s has licensed its brand, stated during an investor day event that the company has listened to its customers and aims to provide bigger, satisfying burgers. The move aligns with McDonald’s efforts to enhance its core menu items, as seen in the recent overhaul of its burger-cooking process, promising juicier and more flavorful offerings.
While specific details about the size increase and rollout dates remain undisclosed, McDonald’s is committed to testing the larger burgers in select markets before introducing them on a broader scale across its vast network of 40,000-plus locations worldwide. The company aims to strike a balance between delivering a superior, larger burger and maintaining an affordable price point for its customers. This strategic initiative is part of McDonald’s broader plan for unprecedented growth, as it positions itself for what it calls the “fastest period of growth in the brand’s history.” The company projects the opening of 9,000 new locations and aims to increase its loyalty program members by an impressive 100 million by 2027. In line with this growth strategy, McDonald’s envisions having 50,000 restaurants globally in the next four years, signaling a significant expansion.
To achieve these ambitious goals, McDonald’s is prepared to invest substantial capital, with approximately $2.5 billion earmarked for capital expenditures in 2024 alone. This figure exceeds the initial estimate, reflecting the company’s commitment to accelerating its growth and catering to the evolving preferences of its customer base. While most new locations are planned for the United States, particularly in the South where customer migration has been observed, McDonald’s also aims to open additional outlets in its international markets, covering countries like Canada, France, and Australia.
