MCD · News · 20260923N
Competition and Market Share
MCDONALDS CORP · 2026-09-23 · Importance 34 · Surprise 42 · In source text
McDonald’s NEXT targets a 1.5 percentage-point market-share gain in both chicken and beverage categories by 2030 while maintaining its leadership in beef. The strategy responds to competition from chicken-focused chains including KFC and other fast-food rivals as consumer interest in fried chicken grows. Coverage also identified Burger King as taking market share from McDonald’s. McDonald’s plans to use menu, restaurant and service improvements to increase customer traffic and defend its broader competitive position.
Key facts
- McDonald's announced the "McDonald's > NEXT" strategy and set a target of 1.5 percentage points of market share gains in both chicken and beverage categories by 2030 while maintaining its leadership position in beef. source
- Media reporting states McDonald's is aiming to take on KFC and rivals to increase share of the global chicken market as Gen Z flocks to fried chicken. source
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| revenue | positive | contingent | — | McDonald's announced the "McDonald's > NEXT" strategy and set a target of 1.5 percentage points of market share gains in both chicken and… |