How McDonald’s is working to change its menu

Chad Schafer, McDonald’s senior director of menu innovation, discusses the chain’s improvement efforts in "A Deeper Dive."

a deeper dive

McDonald’s has been working feverishly in recent years to improve its image, and that starts with the company’s menu.

The chain has made improvements to items such as its Egg McMuffin and its Chicken McNuggets and, earlier this year, started serving Quarter Pounders made to order with fresh beef.

In this week’s episode of the Restaurant Business podcast "A Deeper Dive," Chad Schafer, McDonald’s senior director of menu innovation, talks with RB editors Jonathan Maze and Pat Cobe about how the chain works to improve its menu—including how the company can make these moves while ensuring that the operators who run most of its 14,000 restaurants can add the items profitably.

Please have a listen.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


So you are opening a restaurant in a Walmart? Good luck with that

The Bottom Line: The retail giant is adding regional restaurant chains to its stores, giving them some key exposure. But there are some real drawbacks to pay attention to.


The FTC signals a tougher stance on franchising, for now

The Bottom Line: The agency’s comments last week represented some of its toughest regulatory moves on franchising in years. But the election might have a say in it.


Why True Food Kitchen's new chicken tenders took a year to perfect

Behind the Menu: The gluten-free, air-fried tenders stay true to the restaurant’s health and quality mission, with the crispy crunch consumers crave.


More from our partners