McDonald's is feeling the heat, and it's not coming from the griddle.

Facing ever more competitive threats to its business, McDonald's has unveiled a new corporate strategy to keep customers hooked with new technology, improved customer service and better-tasting food.

'In a world where every restaurant is a swipe away, there is no such thing as second place,' said McDonald's CEO Chris Kempczinski.

The fast food business has always deployed new technology to keep orders moving as fast as possible and cut costs to the bone - and this new strategy aims to further both goals by embracing apps and screens.

At the company's biennial convention for franchisees, Kempczinski teased the broad outlines of the plan - christened 'McDonalds > NEXT' - which accents new restaurant designs, app-powered coupons and lots more in-store kiosks.

All that suggests customers will have fewer and fewer opportunities to interact with actual humans at the chain's restaurants.

McDonald's promised to 'redefine quality' for chicken, beef and beverages under the new plan - a move that comes as Burger King upgrades its iconic Whopper sandwich in response to customer feedback. 

It also introduced AI–powered headsets that track if staff are saying 'please' and 'thank you' to customers in an effort to give fans the best service possible. 

But even as McDonald's pushes for more tech-driven changes, customers on social media doesn't think that equals the best in-store experience. 

One Reddit user shared a picture of '21st century service' at a California restaurant, where customers crowded around a counter with no employees nearby. 

'I had a drive thru issue once, and came inside to get it fixed,' another Reddit user added. 'Waited for over 10 minutes and no one would even look at me at the counter. I finally called the store and said that I have a drive thru issue and I’m standing at your counter.'

'This is my biggest issue with the digital revolution in fast food,' one Reddit user said. 'A, not enough actual people to man both the drive thru and dine in. B, while this group of people is likely comfortable with a smart phone, you have a lot of seniors who aren't.'

Just weeks prior, McDonald's said sales at restaurants open more than a year increased 3.9 percent in the January to March quarter. Sales jumped 9 percent to $6.52 billion, while profit climbed 6 percent to $1.98 billion.

At the time, they said customers were after 'value' and they responded by doubling down on discounts, adding a new breakfast 'meal deal' option and pushing cheaper options to win back diners who are watching every dollar.

Morning options now include the $1.50 Sausage McMuffin. For lunch and dinner, the Under $3 Menu will offer a McChicken, McDouble, 4-piece Chicken McNuggets, small fries and a small drink.

New budget options replaced the previous buy-one, get-one-for-$1 promotion. However, McDonald's 'Meal Deals,' bundling a McChicken or McDouble with a 4-piece McNuggets, fries and a drink, will remain.

The chain also recently updated its drink menu, prompted in part by the 'dirty soda' craze. 

Revamped versions of their iced beverages, like the Dirty Dr Pepper and a Mango Pineapple Refresher, are now available at franchise locations nationwide. 

McDonald's new strategic plan asserts that the firm has capabilities 'few companies can match,' although other chains are constantly sneaking up. 

'McDonald's > Next is how we'll unlock our next phase of growth and productivity, by bringing in more customers more often,' the company said. 

McDonald’s remains the world’s largest fast food chain in terms of sales - Mixue Ice Cream & Tea is bigger than McDonald’s and Starbucks by store count.