Should they have called it the McMillennial?

03/24/2013 | Advertising Age (tiered subscription model)

McDonald's is still the world's largest quickservice chain, but it's been losing market share when it comes to millennials, a tide it hopes to turn with the introduction of new products like the McWrap. "Our customers are consistently telling us, particularly millennials, they expect variety, more choices, customization and their ability to be able to personalize their food experience," the company said in a memo.

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