McDonald's bets on fancier chicken, airier restaurants to keep luring diners

McDonald's is lifting its menu and restaurant experience to attract diners, testing hand-breaded wings and new filets as part of a broader push for higher-quality fare. The plans, unveiled at a global franchise convention, come as independent operators run about 95% of the company's roughly 45,000 locations. CEO Chris Kempczinski says customers want more for their money, even as McDonald's keeps a focus on value and speed.

The initiative also covers store upgrades and beverage choices, including tests of non-dairy milks and colorful iced drinks to compete with rising beverage brands. McDonald's has faced a stock decline of about 10% this year and a Monday drop of 1.1%, while U.S. sales have outpaced the broader fast-food industry according to Technomic. The company relies on a balance of consistency and differentiation as it seeks to maintain momentum.