McDonald's Not So Golden With Millennials

Fast-casual rivals like Chipotle capture foothold with younger diners

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McDonald’s knows it has an image problem, especially with millennials. But a new study for The Wall Street Journal confirms what the nation’s top burger slinger suspected: Millennials are increasingly turning to fast-casual restaurants such as Chipotle Mexican Grill for its healthier menu items.

The study by restaurant consultancy Technomic Inc. revealed that diners in their 20s and 30s are increasingly seeking alternatives to the Golden Arches. Since 2011, the percentage of U.S. customers ages 19 to 21 visiting McDonald’s each month fell by 12.9



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