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McDonald's Faces 'Millennial' Challenge
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McDonald's is seeing declining sales in the U.S. The percentage of people in the U.S. going to McDonald's declined by 12.9% in the 19-21 age group and was flat for the 22-37 years age group, according to Technomic. Younger Americans especially are seeking out healthier alternatives with emphasis on fresh food. Another competing trend is fast casual restuarants such as Panera Bread. Fast casual restaurants increased from 9000 to 21000 in the last 10 years, while McDonalds has remained at 14,000. Chipotle started in 1993 and now has 1600 locations. Five Guys has 1000 locations. Consumer Reports surveyed 32,000 subscribers and rated McDonalds as the last in taste of 20 burger chains. Consumer Reports gave as a reason millenials and younger consumers who will try hard to get the right food. Problems in Russia about sanitary conditions and declining sales in China after the government accusations about a key supplier using expired meat also add to problems. Increasing concern about healthcare and obesity also add to the search for alternatives and careful selection of meals, especially among younger educated buyers.
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McDonald's Says Its Restaurants Got Too Complicated
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With about one third of the population in developed countries considered obese, there is greater awareness especially among younger people, about the need to read nutritional labels carefully, look for fresh food, and manage calorie intake. There is a shift also away from fast food to places where there is greater nutritional choice and to eating at home. The recession may have induced more people to consider eating less outside.
Linked Articles
Americans' Eating Habits Take a Healthier Turn, Study Finds
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McDonald's Faces 'Millennial' Challenge
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