Article By Jenn Gidman
McDonald’s doesn’t just want to be your go-to for burgers and fries—it wants to be your “total of everything.” On Monday, the chain rolled out “McDonald’s Next,” a strategy overhaul that touches nearly every part of the business: what’s on the menu, how restaurants look and run, and how customers interact with workers and screens alike. Key to the shift: an AI operating system dubbed ArchIQ and the testing of a Google-powered voice assistant, “Archy,” in drive-thrus to streamline the chain’s kitchens, per Restaurant Business.
“Archy will not only assist drive-thru orders but act as a master brain to help managers run a better restaurant,” an online post by one McDonald’s franchise owner noted. “It’s like a personal assistant that alerts you to potential bottlenecks or issues.” Per Fox Business, some comments in response to that post weren’t exactly flattering. “We will hate this … say goodbye to customers,” one person noted. Another: “No one wants this—we like dealing with smiling faces.”
The ArchIQ system is currently being tested at five McDonald’s locations; it’s not clear when an expanded rollout may take place. The company is also leaning into influencer marketing, unveiling a new store design for remodels, and retooling worker training in hopes that friendlier service will mean more traffic and stronger franchisee sales, per Restaurant Business. CEO Chris Kempczinski frames the push as an answer to diners who expect speed, quality, value, tasty meals, and convenience all at once, especially in a world where competitors are a swipe away.
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