From Millennials to McDonald’s: Please Don’t Try So Hard

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Dearest McDonald’s,

I write to you with the utmost reverence. For your name is known throughout all corners of the world (and even the non-corners).   However, you must remain vigilant, because it’s lonely at the top and easy to fall off.

You see, my friend, the world always remains in a state of flux. To stay on top you must always adapt. Even the best brands can easily fall from the top, that is, if they don’t keep up.

You must reach millennials—my generation— now or risk losing relevancy. You currently don’t even rank among our top 10 favorite restaurant chains.  What happened?  29% of all our trips to fast food consist of burger joints, so there are plenty of opportunities for you.

Perhaps it’s because my people want customization and you simply aren’t giving it to us. That’s partially why Subway remains more on our radar these days. I know you have released the McWrap. That’s a good start, but it’s not enough. I still don’t feel like I can have it my way at McDonald’s. One wrap isn’t going to change that. You need to continue to introduce more products to remain competitive.

I also appreciate that you are trying to reach us through commercials like this Fish McBites one.  But most of them come across as flat. They don’t get us talking about the brand. And who can forget that whole #McDstories fiasco?  That’s certainly not the way to get us to engage with your brand.

Truth be told, it would add a whole new level of refreshment if you would stop pretending that you make the most delicious food on the planet. It’s not gourmet. No. Everyone knows it’s fast food. And what’s wrong with that? Sure, there’s no denying the research, my generation is a bit more health-conscious. But we still need a quick fix every once in a while.

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