McDonald’s Plans to ‘Do It All for You’ (Again) With Massive Restaurant Expansion

Core Insights - McDonald's is reintroducing its popular Monopoly promotion for the first time in a decade while simultaneously expanding its real estate footprint [1] - The company aims to open 10,000 new locations over the next four years, increasing its total to 50,000 worldwide [2] - McDonald's is facing challenges in maintaining perceived value among customers, with a recent survey indicating a decline in the number of customers who view the brand as offering "good value" [3] Expansion Strategy - The expansion strategy focuses on regions with population growth, particularly Texas, where 2 million people have moved since 2020 [6] - This marks a significant turnaround for McDonald's, which saw a decline of over 900 locations in the US from 2015 to 2021 [6] - The company has also increased royalty fees for new franchise owners in the US and Canada from 4% to 5% of gross sales [6] Competitive Landscape - McDonald's is engaged in a "Value Menu War" with other fast-food chains, which has led to internal conflicts regarding profit margins [3] - The company is aiming to compete with rapidly expanding chains like Mixue Ice Cream & Tea, which grew from 21,000 to 46,000 locations from 2021 to 2024 [4] - Starbucks is reducing its footprint, closing hundreds of stores, which may provide McDonald's with an opportunity to capture market share [4]