By Alex Pitti:
Yesterday, Consumer Reports came out with a grim survey about McDonald's (MCD). Out of the 21 national and regional fast food chains surveyed, McDonald's had the worst-rated hamburgers. This is certainly a problematic survey for the firm. I am going to argue in this article that this survey is a part of a growing trend of American consumers' displeasure with the company. The particular segment of the population that I will be focusing on is millennials. The millennial generation consists of people born between 1980 and 2000. There are 78 million people in this generation. Millennials have shown a propensity to enjoy healthy foods and companies with sustainable practices. While McDonald's may argue that it does offer high-quality and healthy options, this doesn't change the perception of consumers. McDonald's is losing this battle to companies such as Chipotle (CMG) and Panera Bread (PNRA). On another front, McDonald's
Complete Story ยป