McDonald’s No. 1 Overall, But Doesn’t Rank With Millennials | News – Advertising Age
McDonald’s may be the country’s No. 1 fast-food chain and one of its most-beloved brands, but when it comes to millennials, the Golden Arches says it doesn’t even rank among the demographic’s top 10 restaurant chains.
It’s enough of a concern that McDonald’s is launching its biggest product of the year, McWrap, to court a huge and influential cohort that values choice and customization. According to NPD Group, there are 59 million people ages 23 to 36 in the U.S. — the range it defines as millennials.
McDonald’s isn’t the only major marketer trying to reach millennials. Everyone from Coke and Gatorade to brewers and media companies are struggling to understand this group. There’s even confusion about just who millennials are in terms of age range (restaurant consultant Technomic counts them as 19-to-34-year-olds; McDonald’s, in an internal memo obtained by Advertising Age, classifies them as ages 18 to 32). Size estimates for this demographic group range anywhere from 59 million to 80 million.