B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Report: Only One In Five Millennials Have Ever Eaten A McDonald’s Big Mac
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Report: Only One In Five Millennials Have Ever Eaten A McDonald’s Big Mac
Marketing

Report: Only One In Five Millennials Have Ever Eaten A McDonald’s Big Mac

Staff Writers
Published on: 17th October 2016 at 9:57 AM
Staff Writers
Share
3 Min Read
SHARE

You’d think if anyone was eating at McDonald’s it would be the Millennials. It’s cheap, tasty and fast – all things our Ys love. However, a new study has found that only one in five of that generation has ever eaten its flagship burger – the Big Mac.

A report in The Wall Street Journal says US Millennials have gone off the Macca’s Big Mac in favour of competitors’ healthier alternatives and better quality patties and toppings. McDonald’s in the US (as in the Australian market) has tried to play in the gourmet burger space but with little success.

According to the article, not only are the Ys not eating the Big Mac but burger sales across the range remain stagnant. The report noted one McDonald’s franchisee as saying the iconic burger had “gotten less relevant”.

It follows reports on B&T last week that traditional fast foods in the US – things like burgers and pizza were floundering – in favour of alternatives that were seen as healthier. Taco Bell, as an example, is booming in the US and again has its sights on the Australian market.

Yum Foods (owners of Pizza Hut, KFC and Taco Bell) have also redirected a lot of marketing coin to the KFC brand in the US to great success.

But this is not to say it’s all gloom for McDonald’s. The global burger chain continues to do reasonably well in the Australian market. There are 940 stores in Australia which sell about $4 billion worth of burgers annually.

McDonald’s USA President Mike Andres recently said: “We have to nail it. How do we deliver the best burger at the speed of McDonald’s and, ultimately, at the value you’d expect from McDonald’s? That’s what we’re working towards.”

In the US, store franchisees have complained that the menu – which now includes all-day breakfasts – is too complex and tries to be all things to all people. The other problem is that 70 per cent of Americans get their McDonald’s at the Drive-Thru meaning burgers are pre-cooked and cold and the fries soggy.

Larry Light, a former CMO of McDonald’s, told The Wall Street Journal that rather than constantly introducing new products the company should simply improve the ones they do have. “Every time they go outside of their space, they fail,” Lights said, adding that the company should stick to improving their “staple” burgers like the maligned Big Mac.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Employer Branding, graffiti
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Ritson: Tindall’s Compound Creativity The “Most Significant Thought” In Last Decade Of Marketing
24/06/2025
Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?