McDonald's (MCD) investor day on Sept. 23 will likely flesh out the strategies the fast food giant has been discussing with details on timing and cost, as near-term demand remains challenging, Morgan Stanley said in a note Monday.

The investment firm said it expects McDonald's new NEXT strategy to "focus on menu, customer, stores, hospitality, including some significant and useful shifts."

However, Morgan Stanley added that this may not be an "immediate positive catalyst" if the company's "sales are soft and timing/cost don't boost estimates yet."

Meanwhile, the investment firm said it trimmed its estimates for the company's Q3 US same-store sales to flat, and it also still sees a "tough setup" through H2.

"Near-term sentiment remains subdued, as do demand trends, it would seem, hence why the stock is where it is," the note said, adding the "consumer environment broadly is not helping, with gas prices back above $4.25 on average in the US (not to mention AI, rates, elections, conflict and more)."

Morgan Stanley reiterated its equalweight rating on McDonald's and lowered the company's price target to $308 from $319.

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