mcDonalds and the millennials

millennial-consumers-engaged-optimistic-charitable-study--0097218000With all the minimum wage protesting happening around the fast food space, it has caused me to wonder about McDonald’s.  Arguably the pinnacle of branding and quality control in our lifetime, the chain has begun to suffer with customer service and quality control as pressure mounts to pay their employees more. But is one the product of the other?  At the American entry level job position you have three choices in your talent pool:

  • Non citizen workers
  • Broke seniors
  • Millennials

If you thought the middle America teenager is still an option, your mistaken. That demo is in perpetual schooling and debt trying to finance their way to $40k per year.  Let’s take them one at a time:

NON CITIZEN WORKERS

This group has two hurdles; They don’t want to pay taxes and two, they can’t pass a live scan for employment.  Interesting what amnesty might deliver for those employers who need servant workers who won’t strike or demand livable wages.  With respect to the consumer/customer, this could be positive.

BROKE SENIORS

Yuk. Creepy, but at least a sense of pride and generational culture will get them to their first break before their 22 year old boss scolds them for missing a timer alarm.

THE MILLENNIAL

If you can find one coming out of high school auto shop, it will be tough getting them to care in anyway about your brand. As a matter of social media fact, they will look for every opportunity to “post” something destructive to the brand that pays them not because they hate you rather its their right to communicate freely.  Any notion that pride and quality equals pay is unexplainable to a millennial.  So here sits McDonald’s, my favorite fast food growing up, sickened with workforce decline syndrome. A condition that requires acknowledgement of the symptom not the disease. Rebrand to a lower socio-economic denominator of customer who doesn’t mind the fluctuation of quality, you know, a millennial.

Ah the intangibles of the self…

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