Apparently McDonald’s also said they’re getting killed by millenials and one of their CEO’s said it’s because millenials don’t have “brand loyalty” and are instead “promiscuous”
Brand sluts, the new Millennial Threat.
I don’t think that I have ever met anyone who eats at one fast food place exclusively? Including my baby boomer grandparents.
@luffykun3695 @dvandom @bogleech
Whats happening: Lower Middle class and up (20k+)Millennials have decided that McDonalds isn’t healthy and have stopped treating it as a place to genuinely get sustenance and have started treating it as a place to go as a last resort when you have like zero money, or for fun.
Also, our inability to afford most luxury goods has left us with a glut of cash in this weird range which is: not enough for saving it to have any real impact, not enough to finance goods (like a monthly payment of something), not enough to invest, not in reliable amounts (some months you have $300 extra, some months you have $20 extra, some months $5).
Which has actually created a culture of millennials using that glut of cash for Fine Dining in a two punch of entertainment + sustenance. Instead of going on fancy trips, or spending on amusement parks, or most other entertainment things that cost more than $50 we go out to dinners that cost about $20 per person.
So basically in conclusion: Middle class Millennials view food as entertainment–combining both their food+entertainment budgets, and therefore have more cash to spend on food. Which makes our choices not between McDonalds and Burger King, but McDonalds and that nice italian place that just opened up the street. But. When we do go to mcdonalds, its because we feel we have no choice or because its 1am and we really want a McFlurry.
Thats not enough to sustain a company that has gotten used to people eating McDonalds once a week and buying a full meal with trimmings for every member of their family like they did back in the early 2000′s.
Receipts:
We now think mcdonalds is unhealthy: http://www.deseretnews.com/article/865628840/McDonalds-unhealthy-image-and-why-it-cant-shake-it.html
Poor people and the liquidity of their cash explained simply: http://kiriamaya.tumblr.com/post/121353527324/sovietcop-basically-anyone-who-really-shames
Millenials and fine dining: https://www.eater.com/2015/6/5/8737197/millennials-spend-more-money-dining-out-than-non-millennials ; http://www.startribune.com/millennials-are-becoming-the-foodie-generation/198510941/
McDonalds most popular items 2015 (note: one is breakfast, the second is what you buy if you have literally $1, third is a healthy salad, and the rest are snack food. Literally, eating for morning convenience, eating because you have no money, attempting to be healthy, and eating for fun as described above: https://spoonuniversity.com/lifestyle/mcdonalds-most-popular-items
Super informative, thank you!!
Published
Thoughtfulfangirling 