McDonald's unveils McDonald's > NEXT growth and productivity strategy for franchisees

CEO Chris Kempczinski introduced McDonald's > NEXT, a new corporate strategy aimed at making restaurants easier to run for franchisees and winning back lower-income customers who have cut visits. The plan's focus areas are more automation, higher hospitality standards, more social-media marketing and better-tasting food. Shares fell more than 1% that day and were down more than 9% year to date, so investors wanted financial targets before they priced the plan.

• Strategy name: McDonald's > NEXT, replacing the 2020 Accelerating the Arches plan
• Focus areas: store automation, hospitality standards, social-media marketing and food taste
• Shares fell more than 1% on June 1 and were down more than 9% year to date
• Financial targets were not part of the June 1 announcement