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.
Netflix cancellations Tom Dougherty, CEO - Stealing Share 23 October 2018 Netflix cancellations improve the experience Here is something that I am super stoked about: Netflix cancellations. It’s about damn time. It’s probably because I lambasted entertainment...
Nebraska tourism Tom Dougherty, CEO - Stealing Share 22 October 2018 Nebraska tourism campaign kicks ass Oh, the poor people of Nebraska. The Nebraska Tourism Commission unveils a kick-ass campaign, and residents think it sucks. “This’ll get folks flocking here in...
Video Advertising Bureau Tom Dougherty, CEO - Stealing Share 18 October 2018 The Video Advertising Bureau recommends crap Can you sing the Wayfair jingle? The Video Advertising Bureau wants you to believe it’s so important. "Is the future uncertain? Nope. It’s...