McDonald’s CEO Chris Kempczinski said he intends to introduce new burgers and improve the chain’s signature burgers at a faster rate. To help speed up the process, Kempczinski, in an interview with the Wall Street Journal,

The burger giant appointed its first chief restaurant experience officer to lead its efforts to get new menu items and technology to restaurants more quickly.

As the fast-food business struggles with softening consumer demand, loss of its value proposition, and proliferation of weight loss drugs, McDonald’s (NYSE:MCD) aims to increase traffic by speeding up the process from R&D to implementation with a new management team.