McDonald’s is the largest restaurant company in the world by revenue, but they have just experienced their worst decline in sales since 2003. According to the restaurant consultancy Technomic Inc, the decline is mostly caused by customers in their 20s and 30s, known as the millennial generation.
McDonald’s is the largest restaurant company in the world by revenue, but they have just experienced their worst decline in sales since 2003.
According to the restaurant consultancy Technomic Inc, the decline is mostly caused by customers in their 20s and 30s, known as the millennial generation.
This demographic has chosen to support Mcdonald’s competitors, like the fast casual restaurants Chipotle Mexican Grill, and the gourmet burger joint Five Guys.
These other restaurant choices are seen as being healthier, and fresher fast food choices.
McDonald's Global Chief Brand Officer Steve Easterbrook is quoted in an interview saying: "The millennial generation has a wider range of choices than any generation before them. They're promiscuous in their brand loyalty. It makes it harder work for all of us to earn the loyalty of the millennial generation."
Results of the Technomic study show that the number of people in the United States between the ages of 19 and 21 who ate at a McDonalds has decreased by over 12 percent since 2011.
A variety of problems has caused McDonald’s business to decline around the world including allegations of selling expired meat at locations in China, and sanitation issues at franchise restaurants in Russia.
