he McCrap, err McWrap, McDonald’s new plan to win back their more health conscious millenial customers.
The Next Gen millennial generation, currently aged 18-36 years old, is the largest and most sought after generation out there; especially for companies like McDonald’s that rely heavily on young adults to buy their unhealthy impulse food products. While the millennials are exposed to far more advertising than any other previous generation, they also have the wonderful benefit of being alive at a time when health and nutrition is finally beginning to step into view of the public spotlight. Fortunately, with social media so enmeshed in their lives, the word on dangers of things like GMOs, high fructose corn syrup, pesticides, factory farmed meat travels very quickly.
In just this past year, McDonald’s has experienced a drop in visits to their “restaurants” of an impressive 16% by this age group of an impressive 16%, very much to have change so rapidly. The company believes that they would lose 22% of the market this year if they didn’t add the McWrap and their new green label campaign according to a leaked internal memo. Fast food joints in general (particularly burger and fry types) have had a similarly dismal change of a lost 12% as a whole from these same former customers. Many of these customers still eat fast foods but choose to patronize such places as Subway and other seemingly healthier and less processed cheap and fast dining locations. The green label campaign they’re combining with this is set to aim at competitors’ tricks such as Subways’ “Think Fresh” marketing designed to make customers believe that their food is healthier and purer than in actuality. A recent study from Cornell has shown that people tend to believe foods with a green label and a small label listing a few basic nutrition points are healthy, or at least designed to be healthier than the alternatives.
People tend to think a candy bar with a green calorie label is healthier than ones with red or white labels, even when the number of calories is the same, a Cornell University researcher found.
“Our research suggests that the color of calorie labels may have an effect on whether people perceive the food as healthy, over and above the actual nutritional information conveyed by the label, such as calorie content,” [a Cornell news release] said.
McDonald’s is frightened enough that they are once again changing their marketing and business model by introducing a new product unlike anything they’ve sold before. The last major change was when they created their salad menu to make their restaurant seem health conscious, which largely succeeded despite their salads being as unhealthy as their burgers and fries are. So, now they’re introducing the McWrap (properly pronounced McCrap) to appeal to the low carb crowd. I for one am interested in finding out just what kind of addictive and toxic junk they might hide in this new product of theirs as we eventually learned about their other menu options.
Oh, and that healthy looking McWrap at the top of the page? That little sandwich has 590 calories in it and 44% of your recommended daily allowance for fat. Want to guess how much sodium they stuffed in there?