McDonald’s unveiled a new global growth strategy called “McDonald’s > NEXT” aimed at strengthening its position as competition increases and consumer spending tightens.

The plan focuses on four key areas: improved restaurant design, better food and beverages, customer-driven innovation, and stronger service.

Executives said the company will prioritize menu upgrades, especially in chicken, beef, and drinks, while also using customer feedback and viral trends to shape offerings.

McDonald’s is also testing new technologies like automated order-taking and redesigned kitchens to improve efficiency and service, CNBC has reported.

The strategy comes as the chain faces growing competition but continues to report steady sales growth.