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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 s...
www.TotalYouthResearch.comwww.TotalYouthResearch.com
3 Reasons Why
1. Milllennials want Brand
Experience not Branding
2. M...
www.TotalYouthResearch.comwww.TotalYouthResearch.com
Millennials love Starbucks
How brands rank with Millennials compared ...
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...
www.TotalYouthResearch.comwww.TotalYouthResearch.com
2. Focus on creating a
more empathic
environment.
Provide less effici...
www.TotalYouthResearch.comwww.TotalYouthResearch.com
Total Youth Take on McDonald’s
3. Focus on Social Space
Starbucks is ...
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)

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TotalYouthResearch.com: McDonald's - Why Millennials Ain't Lovin' It (TotalYouthResearch)

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TotalYouthResearch.com: McDonald's - Why Millennials Ain't Lovin' It (TotalYouthResearch)

  1. 1. www.TotalYouthResearch.comwww.TotalYouthResearch.com McDonald’s: Why Millennials Ain’t Lovin’ It
  2. 2. www.TotalYouthResearch.comwww.TotalYouthResearch.com McDonald’s is in trouble...
  3. 3. www.TotalYouthResearch.comwww.TotalYouthResearch.com McMillennials not growing + 0.3% + 5.2% annual growth in Millennial spending 2014 source technomic
  4. 4. 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
  5. 5. www.TotalYouthResearch.comwww.TotalYouthResearch.com Millennials love Starbucks How brands rank with Millennials compared to older generations. Data based on Goldman Sachs Survey
  6. 6. www.TotalYouthResearch.comwww.TotalYouthResearch.com ...and real food
  7. 7. www.TotalYouthResearch.com ...with a real experience
  8. 8. http://www.google.com/trends/explore#q=food%20trucks Google search: food trucks www.TotalYouthResearch.com
  9. 9. https://mapsengine.google.com/map/viewer?mid=zwsg4OSw6elM.ktTYz8nZ3T9A www.TotalYouthResearch.com Food truck outbreak
  10. 10. www.TotalYouthResearch.com They want more human, less factory
  11. 11. www.TotalYouthResearch.com ...where brand experience > brand www.TotalYouthResearch.com
  12. 12. www.TotalYouthResearch.comwww.TotalYouthResearch.com ...but McDonald’s is still in the dark
  13. 13. www.TotalYouthResearch.comwww.TotalYouthResearch.com ...thinking brand makeovers will help
  14. 14. www.TotalYouthResearch.comwww.TotalYouthResearch.com ...because tastes have changed...
  15. 15. Youth don’t wake up thinking about BRANDS anymore... flickr © commonbond www.TotalYouthResearch.com
  16. 16. 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.
  17. 17. 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
  18. 18. 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.
  19. 19. www.TotalYouthResearch.comwww.TotalYouthResearch.com THANK YOU
  20. 20. www.TotalYouthResearch.comwww.TotalYouthResearch.com Download this presentation

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