Our Growth Strategy

Growth Strategy

In March of 2017, we introduced our Velocity Growth Plan, named as such because we’re moving fast – and in a clearly defined direction.  

We know the most meaningful way to grow the business and create value for all of our stakeholders is by serving more customers more often. That’s why we’re focused on giving customers what they really want: hot, delicious food served quickly – with an overall experience and value for their money that meets their rising expectations.

Velocity makes the most of our competitive advantages, from our unmatched global scale to our iconic brand to our tremendous presence in local markets around the world.

The key pillars of our growth strategy are to: 


Retaining the customers we have, fortifying and extending our areas of strength with focuses on breakfast and family occasions.


Regaining the customers we had lost by improving the taste and quality of our food, enhancing convenience and offering strong value.


Converting casual customers to more committed customers with coffee and snacks.

We also identified three accelerators, intended to drive growth on top of everything we’re doing:  


Re-shaping our interactions with the customer – whether they eat in, take out, drive thru or order delivery.


Bringing the McDonald’s experience to more customers – in their homes, their dorm rooms, their workplaces and beyond.

Experience of the Future in the U.S.

Elevating the customer experience in the restaurants through technology and the restaurant teams who bring it to life.

We’re proud of the progress we’ve made the last couple of years – and confident that guided by our Velocity Growth Plan, we will continue becoming a better McDonald’s for customers.

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