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McDonald’s: Why
Millennials Ain’t Lovin’ It
www.TotalYouthResearch.comwww.TotalYouthResearch.com
McDonald’s is in trouble...
www.TotalYouthResearch.comwww.TotalYouthResearch.com
McMillennials not growing
+ 0.3%
+ 5.2%
annual growth in Millennial spending 2014
source technomic
www.TotalYouthResearch.comwww.TotalYouthResearch.com
3 Reasons Why
1. Milllennials want Brand
Experience not Branding
2. Millennials don’t need a
faster burger, they have all the
efficiency they need
3. Millennials want to wait if
waiting means waiting together
www.TotalYouthResearch.comwww.TotalYouthResearch.com
Millennials love Starbucks
How brands rank with Millennials compared to older
generations. Data based on Goldman Sachs Survey
www.TotalYouthResearch.comwww.TotalYouthResearch.com
...and real food
www.TotalYouthResearch.com
...with a real experience
http://www.google.com/trends/explore#q=food%20trucks
Google search: food trucks
www.TotalYouthResearch.com
https://mapsengine.google.com/map/viewer?mid=zwsg4OSw6elM.ktTYz8nZ3T9A
www.TotalYouthResearch.com
Food truck outbreak
www.TotalYouthResearch.com
They want more human, less factory
www.TotalYouthResearch.com
...where brand experience > brand
www.TotalYouthResearch.com
www.TotalYouthResearch.comwww.TotalYouthResearch.com
...but McDonald’s is still in the dark
www.TotalYouthResearch.comwww.TotalYouthResearch.com
...thinking brand makeovers will help
www.TotalYouthResearch.comwww.TotalYouthResearch.com
...because tastes have changed...
Youth don’t wake up
thinking about BRANDS
anymore...
flickr © commonbond www.TotalYouthResearch.com
www.TotalYouthResearch.comwww.TotalYouthResearch.com
Total Youth Take on McDonald’s
1. Don’t look to brand
your way out of the
problem.
Millennials don’t pay attention
to Big Idea advertising like they
used to. Awareness is less
important than attention.
Focus on the frontline
experience, touchpoints and the
everyday interactions with
Millennials.
www.TotalYouthResearch.comwww.TotalYouthResearch.com
2. Focus on creating a
more empathic
environment.
Provide less efficiency, more
empathy. Less machine, more
human. Less mass produced,
more artisan.
Break down the process walls
that create the manufactured
experience and help employees
interact on a more human level
with Millennials.
Total Youth Take on McDonald’s
www.TotalYouthResearch.comwww.TotalYouthResearch.com
Total Youth Take on McDonald’s
3. Focus on Social Space
Starbucks is the “3rd Space”, the
home away from home. Food
trucks offer pop-up community.
What can McDonald’s provide
beyond its plastic, immovable
seats?
Millennials don’t hang out after
dark or talk to strangers like
their parents used to. Give this
generation the Social Space it
has lost.
www.TotalYouthResearch.comwww.TotalYouthResearch.com
THANK YOU
www.TotalYouthResearch.comwww.TotalYouthResearch.com
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TotalYouthResearch.com: McDonald's - Why Millennials Ain't Lovin' It (TotalYouthResearch)