Fast-food chains are often recognized for their consistent food offerings, yet they exhibit a willingness to evolve. In addition to broadening and refining their menus, these dining establishments have focused on optimizing their order placement procedures, enhancing their technological capabilities, and introducing innovative methods to connect with their customer base.
Consider Taco Bell as a case in point. In 2023, the restaurant introduced its inaugural fully vegan item, implemented digital order kiosks across all its branches, and encouraged patrons to participate in a poll to decide the revival of a cherished discontinued dish—the ultimate victor being the Beefy Crunch Burrito.
From improvements to their menu offerings to the introduction of cutting-edge technology, several significant changes are on the horizon for some of America's favorite fast-food chains. Here are nine potential developments you might witness in 2024.
1) Upgraded McDonald's Burgers
In April of last year, McDonald's unveiled its intention to enhance its burgers by 2024. These enhancements encompass the use of softer, fluffy buns, the incorporation of white onions into the beef patties for a juicier, caramelized flavor, and ensuring the cheese achieves perfect meltiness. However, these changes are just part of a broader series of adjustments.
In November, Chris Young, McDonald's Senior Director of Global Menu Strategy, disclosed to The Wall Street Journal that the company is implementing over 50 modifications to its burgers. One notable change involves cooking the beef patties in smaller batches to achieve a more consistent sear, as reported by the news outlet. Customers can also anticipate their Big Macs to feature an increased quantity of special sauce, along with fresher, more melt-in-the-mouth lettuce, cheese, and pickles, all housed within a brioche bun.
These improved burgers were initially introduced in West Coast eateries in early 2023 and made their way to Midwest locations last summer. McDonald's intends to offer these upgraded burgers at all its U.S. branches by early 2024.
2) Additional CosMc Test Locations
The first establishment of McDonald's spinoff brand, CosMc's, was inaugurated last month in Bolingbrook, Illinois. This new compact concept, named after the 1980s fictional character CosMc, is described by the fast-food giant as "beverage-centric" and inspired by nostalgia.
At CosMc's, patrons can enjoy a variety of beverages, including coffee, tea, slushes, frappes, lemonades, and other blended drinks, with the option to customize them using ingredients such as popping boba, flavored syrups, and vitamin C shots. Additionally, a limited selection of sandwiches, bites, baked goods, and soft-serve treats is available for food orders.
While currently there is just one CosMc location, McDonald's intends to open approximately 10 pilot branches, with nine of them situated in the Dallas-Fort Worth and San Antonio metro areas of Texas, all slated to be operational by the end of 2024. Following these trial runs, the company plans to scrutinize the results for a year before making decisions regarding further expansion, as reported by CNBC.
3) Redesigned Burger King locations
Burger King is undergoing a substantial transformation. In October, the fast-food giant introduced its novel restaurant prototype named "Sizzle," as part of the "Reclaim the Flame" initiative aimed at accelerating restaurant growth and sales. Tom Curtis, President of Burger King U.S. and Canada, revealed that approximately half of the U.S. Burger King locations would receive either the Sizzle design or the Garden Grill—a redesign initially introduced in 2011—by the close of 2024.
With a strong emphasis on enhancing the digital ordering experience, these revamped eateries showcase a sleek, contemporary aesthetic, digital order kiosks, and streamlined drive-thru and pickup lanes, as reported by CNN. Customers will also have the convenience of retrieving their digital orders both inside the restaurant and at the drive-thru. Burger King has already launched its first Sizzle outlets in New Jersey and Las Vegas, with additional locations opening in Marion, North Carolina, and Bennington, Vermont.
In November, Deborah Derby, President and CEO of Burger King franchisee Carrols Restaurant Group, disclosed plans to deploy ordering kiosks in approximately 250 restaurants over the upcoming months. About half of Carrols' renovation projects will incorporate the Sizzle upgrades, with the company planning to remodel around 45 locations, according to QSR Magazine.
Furthermore, Burger King recently announced its intention to acquire Carrols for approximately $1 billion.
4) More vegetarian options at Taco Bell
While Taco Bell has long offered non-meat options, the chain has recently broadened its value-oriented selections for both vegetarians and flexitarians by permanently introducing the Veggie Build Your-Own-Cravings Box. Priced at $5.99, this package encompasses the choice of one specialty item, such as a Black Bean Crunchwrap Supreme or Cheese Quesadilla; one classic item, like a Bean Burrito or Spicy Potato Soft Taco; one side dish, such as Cinnamon Twists or Cheesy Fiesta Potatoes; and one medium fountain drink.
However, there's one caveat to this fresh offering: customers can exclusively order it through Taco Bell's official website or mobile app.
5) BYO Starbucks Cups
In addition to launching its winter menu, Starbucks began 2024 with the announcement that it will permit customers to bring their own clean, personal cups to all company-operated and participating licensed stores across the U.S. and Canada. This convenient option applies to orders made through drive-thru, mobile, and in-café channels.
This move is in alignment with Starbucks' commitment to reduce waste and move away from single-use cups, aiming to achieve a 50 percent reduction in waste by 2030. The introduction of this initiative also positions Starbucks as the first national coffeehouse in the U.S. to extend this option to mobile orders. To encourage participation, customers using their own cups will receive a 10-cent discount, with rewards members earning an additional 25 bonus stars. Starbucks has been offering this 10-cent discount since the 1980s.
Customers can choose any of Starbucks' standard cup sizes when using their personal cups, and baristas will employ a "new, custom beverage craft smallware" featuring standardized measurement lines to ensure accuracy.
6) AI-powered drive-thrus at Wendy's
In recent years, fast-food chains have increasingly adopted artificial intelligence (AI) to streamline their restaurant operations. Wendy's is now expanding its own AI initiatives, particularly focusing on enhancing the drive-thru experience.
Through an ongoing collaboration with Google Cloud, Wendy's has been conducting trials of an AI chatbot called "Wendy's FreshAI" for taking orders at a drive-thru in Columbus, Ohio. Wendy's reports that this AI technology is capable of understanding casual conversation and effectively handling menu customizations and configurations. Since its initial deployment in June, this technology has been integrated into four more locations within the Columbus market, with additional expansions in progress.
Wendy's recently announced plans to introduce AI chatbots into more restaurants "through early 2024." Furthermore, the fast-food chain intends to offer franchisees the opportunity to pilot this technology during the current year. Specific details about the locations receiving this new drive-thru AI technology have yet to be disclosed.
7) Shorter wait times at McDonald's
Getting your fast-food fix is about to become even quicker. In December, McDonald's announced its plans to expand the "Ready on Arrival" technology pilot program in the United States to encompass its top six markets by 2025. This innovative technology utilizes geofencing to notify restaurant staff when a mobile order customer is within three minutes of the location, prompting them to commence food preparation.
During a December investor update, Joe Erlinger, President of McDonald's U.S., revealed that the tests had demonstrated a 60-second reduction in wait times. "As a result of delivering hotter, fresher food to our customers, we've seen significantly higher customer satisfaction scores in these transactions," Erlinger stated.
8) Upgraded Domino's app & website
In a recent annual investor conference held last month, Domino's disclosed its forthcoming developments, including the introduction of an enhanced mobile app and website for the pizza chain. As a vital component of this endeavor, Domino's is revamping both of its digital platforms to offer a contemporary design and enhance user navigation by reducing the number of clicks required. Additionally, every aspect of the website will be optimized for speed.
Kelly Garcia, the Chief Technology Officer at Domino's, outlined that these enhancements will be rolled out incrementally over the next year, with the new website expected to be officially launched by the fourth quarter of 2024.
9) Even more fast-food locations
From coffee havens to burger havens, a multitude of chains have unveiled their expansion blueprints for the upcoming year and beyond. In the fast-casual arena, Chipotle has outlined its intent to introduce 285 to 315 new restaurants, contingent upon the assumption that there won't be any worsening or delays related to utilities, construction, permits, and inspections. On a similar note, Qdoba recently disclosed its plans to open an additional 60 locations in 2024.
As one might anticipate, one of the most ambitious expansion announcements in recent times has come from McDonald's. In December, the fast-food giant unveiled its aspiration to launch 10,000 new establishments over the next four years, aiming to achieve a grand total of 50,000 restaurants. According to the company, this endeavor will represent the swiftest period of growth in its history.