Fortune recently cited data indicating that since 2011, the number of U.S. consumers ages 19 to 21 that ate at McDonald’s at least once a month was down 13%.
A focus for many restaurants and retailers alike is, how can they win over millennials?
Take, for example McDonald's who are having a problem wooing this demographic. Fortune recently cited data indicating that since 2011, the number of U.S. consumers ages 19 to 21 that ate at McDonald’s at least once a month was down 13%.
In a study about millennials’ favorite fast food brands published earlier this year, McDonald’s was ranked fifth, after Taco Bell, Subway, Panera, and Chipotle. Marketers seem to have figured out that millennials love technology, personalization, and brunch. Which makes it clear why McDonalds have come up with this new plan: the “Build Your Burger” program. The concept, which is now being tested in Southern California is that customers can place orders using a tablet and personalize exactly what they want. So you have your choice of buns, (artisan or brioche) and toppings (spicy mayo, classic ketchup, cheeses, guacamole, jalapenos, bacon, etc.). The food is then delivered to your table. The food is a little pricier this way - around $5.49 per burger, plus 80¢ extra if you want bacon, but the fresh, personalized approach definitely seems like it would appeal to millennials.
McDonald's other rumored tactic to win the group over… Brunch! Apparently, back in July, McDonald’s quietly trademarked the term “McBrunch.” The blog BurgerBusiness.com, speculates that a McDonald’s brunch could feature many menu items that are already available in different parts of the world, including the Tsukimi Burger from Japan (egg and burger patties topped with bacon and creamy tomato sauce) and the McMorning that’s sold in Croatia (pork, bacon, potatoes, and cheese on a torpedo roll).
So, as the fight for millennials goes on, McDonalds is doing what everyone should. Experimenting with different ideas to see what appeals to the changing consumer. And if either of these ideas prove to resonate, you'll no doubt be seeing them at a McDonalds near you soon!