McDonald’s (MCD) has been making up for losses seen last year since the beginning of this year. The declines were ultimately the result of the fact that the company has lost quite a few clients in the past. However, for more than a year now, the company has been working to win back its customers. While these attempts to win customers back had to do with the menu items and customer service in the past, McDonald’s is making an unprecedented move this time around. Below, we’ll talk about what the company is working on to win its customers back this time, why this is so important for the stock, and what binary options traders should be watching for ahead.

McDonald’s Will Be Helping To Pay For Franchise Upgrades

McDonald’s announced recently that its stores are going to undergo some serious upgrades. So serious in fact that it will cost between $150,000 and $700,000 per location to complete the upgrades. The truth is that upgrades in McDonald’s restaurants are nothing new. We see them all the time, and in the past, franchise owners have filed complaints about the fact that required upgrades and the cost of these consistent upgrades are putting them out of business.

However, this time around, McDonald’s will be footing a good portion of the bill. In fact, the company sent out a letter to all of its franchise owners in the United States, announcing the “Experience the Future” upgrades. However, this time around, the company has vowed to foot a big portion of the bill. In the letter, McDonald’s told franchisees in the United States that it would be funding 55% of the costs associated with the upgrades.

The new upgrades include various changes. First and foremost, McDonald’s will be offering self-order kiosks. The company will also be adding new dessert counters, installing table-locator technology allowing employees to deliver food to customers, and more.

Why This Is Such Big News

At first glance, many may think that changing the look and functionality of stores will have very little to do with results and ultimately, movement in the value of the stock. However, that’s not necessarily the case here. First and foremost, it’s important to think of the financial burden associated with any major change. In this case, on the low end, if all stores cost $150,000 to renovate, which they will not, McDonald’s would shell out $1.155 billion in their 55% of these costs for their more than 14,000 restaurants in the United States.