McDonald's shifts restaurant goal to 2028. McDonald's stock sits 7.25 percent above its low

Published on 10/21/2026 at 10:35 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Q2 revenue rose 3.70 percent to USD 7.10 billion. McDonald's stock costs EUR 218.70 on October 21, 2026 versus its EUR 219.40 Xetra close.

Restaurant expansion timeline

McDonald's set its 50,000-restaurant goal for 2028 at its September 23, 2026 Investor Day.
Second-quarter revenue rose 3.70 percent to USD 7.10 billion, while global comparable sales grew 1.30 percent.
McDonald's stock trades at EUR 218.70 at 10:32 a.m. CEST at Lang & Schwarz on October 21, 2026, 0.32 percent below the Xetra close of October 20, 2026.
McDonald's next quarterly report is expected on November 4, 2026.

Aquarellmalerei einer amerikanischen Kleinstadt mit neutralem Drive-Thru-Restaurant, wartende Autos in der Spur, Wohnhäuser und Bäume im Hintergrund, weiche Pastelltöne in Creme, Blau und Grün — McDonald's Drive-Thru US5801351017 in amerikanischer Kleinstadt als eine stimmungsvolle Aquarell-Illustration in Pastelltönen, Illustration mit AI erstellt.

McDonald's moved its target of reaching 50,000 restaurants globally to 2028 at its September 23, 2026 Investor Day, while McDonald's stock was trading at EUR 218.70 at Lang & Schwarz on October 21, 2026. The company is targeting approximately 2,600 gross restaurant openings in 2026, keeping expansion central as U.S. customer traffic remains under pressure, according to Yahoo Finance.

Expansion meets slower traffic

The latest reported quarter showed why the restaurant rollout matters. McDonald's reported USD 7.10 billion of revenue for the second quarter of 2026, up 3.70 percent from the prior-year quarter, while diluted earnings per share rose to USD 3.32 from USD 3.14, according to Yahoo Finance. Global comparable sales increased only 1.30 percent, and U.S. comparable sales rose 0.80 percent, showing that earnings growth was running ahead of customer demand.

The development plan also changes the revenue mix. McDonald's aims to raise its franchised share of restaurants from approximately 95 percent to approximately 98 percent by the end of 2028, while franchisee support is expected to total USD 8.50 billion through 2036. That strategy can reduce reported revenue when company-operated restaurants are refranchised, even as royalties and rent support the business model.

What does the 2028 goal change?

The answer is a longer runway for unit growth, but a more demanding test of traffic. The company-operated business generated USD 2.53 billion of sales in the second quarter of 2026, compared with USD 4.39 billion of franchised revenue. For investors, the key comparison is between new restaurant supply and the 0.80 percent U.S. comparable-sales increase.

Three dates shaped the stock

On August 4, 2026, McDonald's reported second-quarter revenue of USD 7.10 billion and diluted earnings per share of USD 3.32. On September 23, 2026, the company moved its 50,000-restaurant goal to 2028 and outlined the refranchising strategy. On October 21, 2026, the Lang & Schwarz quote stood at EUR 218.70, providing the latest German-market indication.

When is the next report?

McDonald's next quarterly results are expected on November 4, 2026, according to Yahoo Finance. That release should show whether U.S. comparable sales improve after the value push and whether international growth offsets domestic weakness.

Stock stays below its recent range

The primary listing is on the New York Stock Exchange. The stock was last at USD 246.52 on October 20, 2026 at 4:00 p.m. ET, with a 52-week range of USD 229.20 to USD 341.75 and a market capitalization of USD 174.4 billion. In Germany, the Lang & Schwarz price of EUR 218.70 at 10:32 a.m. CEST on October 21, 2026 was 0.32 percent below the Xetra close of October 20, 2026 at EUR 219.40. The further course of trading is shown by the continuously updated real-time quote of McDonald's stock.