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.

fast food breakfastMany 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.

See more posts in the following related categories: fast food breakfast marketing to Millennials McDonald's millennials

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Use Nextdoor, get rid of Facebook

  Nextdoor   Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Stealing Share branding nonprofits

Tired of hearing the same old shit?

We know its crazy. Read our white paper on fixing what's wrong in the QSR category.

Congratulations, your white paper will be coming soon!

Share This