This research proposal investigates the impact of innovation on McDonald's profitability. It begins with an introduction highlighting the increasing competition in the fast-food industry and the importance of innovation for gaining a competitive advantage. The problem statement focuses on the need to analyze how innovation in McDonald's products affects its profit volume. The research aims to study this impact, analyze McDonald's product menu, and evaluate the effects of new product additions. The proposal outlines the justification for the research, emphasizing the benefits of innovation for McDonald's, such as improved customer satisfaction and competitive advantage. It also discusses the potential outputs, including the benefits and risks of innovation. The conceptual framework covers the definition and types of innovation, including evolutionary and revolutionary innovations, as well as the different categories of innovation such as profit model, structure, network, product performance, process, product system, service, channel, brand, and customer engagement. It also highlights the benefits and risks associated with innovation. The methodology, organization, budget, and schedule are also included in the proposal, providing a comprehensive plan for the research project.