This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Cramer's Action Alerts PLUS - See his portfolio and get alerts BEFORE every trade. Learn more NOW!

99 Billion Served And McDonalds Wants Millenials To Get In Line

James Dennin, Kapitall: To reach millennials, that trendy group roughly aged 18-28, McDonald's is pulling out all the stops. 

McDonald's (MCD) is revamping its menu in an attempt to appeal to millennials, so p retty soon you'll be able to get your Big Mac with a nice side salad.

Acknowledging a nationwide trend toward healthier food, McDonald's is targeting this younger demographic,  who are already less devoted to one of America's most recognizable brands than their predecessors. While McDonald's is still the most valuable restaurant chain in the world, a survey published this spring in AdAge showed the company  ranks 17th among millennials, behind, well, most of the other chains you can think of. 

[Read more from Kapitall: What Investors Should Know as Football Season Approaches]

And it's not even that twenty-somethings don't like their burgers – franchises like Burger King (WEN) and In-N-Out are still popular. Part of the problem, according to McDonald's insiders and marketing specialists, is that young people are far more concerned with choice than brand loyalty. That's the line of thinking encouraging major beer companies to purchase microbrews by the bushel and re-fashion their brands with swanky labels and new product line extensions. 

It's also that line of thinking which is prompting young people to flock to brands like Chipotle (CMG), Panera Bread (PNRA), Subway, and other restaurants where the items are made to order. It's not as if a steak burrito is much healthier than a Southern Style Chicken – but millennials are increasingly insistent that their food be catered exactly to their taste.

To be more accommodating, McDonald's has refashioned their wraps to come in a variety of flavors, and lets customers specify whether they prefer their chicken grilled or fried. 

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG

Markets

DOW 18,117.44 +20.54 0.11%
S&P 500 2,100.78 +2.25 0.11%
NASDAQ 4,980.4840 +13.3430 0.27%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs