16. www.TotalYouthResearch.comwww.TotalYouthResearch.com
Total Youth Take on McDonald’s
1. Don’t look to brand
your way out of the
problem.
Millennials don’t pay attention
to Big Idea advertising like they
used to. Awareness is less
important than attention.
Focus on the frontline
experience, touchpoints and the
everyday interactions with
Millennials.
17. www.TotalYouthResearch.comwww.TotalYouthResearch.com
2. Focus on creating a
more empathic
environment.
Provide less efficiency, more
empathy. Less machine, more
human. Less mass produced,
more artisan.
Break down the process walls
that create the manufactured
experience and help employees
interact on a more human level
with Millennials.
Total Youth Take on McDonald’s
18. www.TotalYouthResearch.comwww.TotalYouthResearch.com
Total Youth Take on McDonald’s
3. Focus on Social Space
Starbucks is the “3rd Space”, the
home away from home. Food
trucks offer pop-up community.
What can McDonald’s provide
beyond its plastic, immovable
seats?
Millennials don’t hang out after
dark or talk to strangers like
their parents used to. Give this
generation the Social Space it
has lost.