Fast food breakfast: Understanding Millennials
Tom Dougherty, CEO – Stealing Share
10 June 2013
Millennials operate on their own schedules
In the world of fast food, the recent battles have been over expanding into other day parts. For years, for example, there were only a few that offered fast food breakfast, but you now see traditional burger places like Wendy’s taking a crack at it, Taco Bell is even testing it and the rest of the market is advertising breakfast more than any other meal.
“The fast food giant said the menu additions are a response to Millennials who like to eat what they want when they want it.”
Now, McDonalds, the market leader, is taking advantage of another day part: Late night. And we’re talking very late night, from midnight to 4 am.
Many McDonalds remain open 24 hours a day, but the fast food giant will add fast food breakfast items during that four-hour window to go along with its most popular lunch and dinner items, such as the Quarter Pounder.
The fast food giant said the menu additions are a response to Millennials who like to eat what they want when they want it.
This is an important point, because in the age of technology with any choice of music, video or whatever available to you at any time, the world has switched from providers having control to consumers demanding it.
That’s a key understanding. The challenge for anyone wanting to steal market share is responding to that belief by giving consumers the control they feel is expected.
Daytona 500: What does NASCAR look like now? Tom Dougherty, CEO - Stealing Share 20 February 2017 Daytona 500: Out with Sprint, in comes Monster Energy A new season of NASCAR begins this weekend with its signature race, the Daytona 500. However, regular viewers...
Frequent Flyer Failures Tom Dougherty, CEO - Stealing Share 16 February 2017 Frequent Flyer Programs. Backwards. Frequent flyer programs are so much a part of my life that I can recite from memory my United, American, and Delta identifier numbers. It happens when you...
Papa Johns ads disingenuous at best Tom Dougherty, CEO - Stealing Share 15 February 2017 They feel so much like marketing, they aren't believable I have seen more and more of the pizza family from Papa Johns ads lately. The chain must be spending a fortune. I vaguely...