Introduction
McDonald’s currently stands as a US and global market leader in the fast food industry.
According to Statista.com, the US fast food market generated approximately $191 billion in
2013. Although the traditional fast food industry is at a mature state in its life cycle with little to
no growth in sales, “casual” fast food restaurants, such as Chipotle and Panera, have grown
exponentially through the acquisition of millennials. Millennials can be defined as the broad
market se…
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