The next generation of QSRs part 3: Why operational excellence is the modern competitive advantageAs restaurants move beyond competing primarily on value and marketing, operational excellence is emerging as the next major battleground for growth. When McDonald's announced its Q2 earnings, the company recognized it fell below market expectations. McDonald's Next has one clear goal: "to be more customer's first choice" for restaurants, Kempczinski said during the company's Q2 earnings call. That emphasis on training aligns with a broader industry trend of using workforce development to improve operational efficiency while addressing ongoing labor challenges. Kempczinski and his team are confident that McDonald's Next "will catalyze" its global business by staying true to its foundation.