Faculty of Design Media, Management Buckinghamshire Business School

The aim of this study is to research and evaluate a case study problem using different research methods to develop findings and conclusions. The research problem is McDonald's difficulties in attracting millennial consumers via social media platforms. McDonald’s has managed toengage customers on its online social media platforms. Despite the success attracting fans, the brand, and other fast food firms do not do well when it comes to millennials; out of the 80 million millennials, only 29% visit fast food restaurants. This has had an adverse impact on MacDonald’s whose net income decreased by 21% in 2014 (Maza, 2015). According to the Golden Arches, the company is not among the top 10 ranking restaurant chains (Morrison, 2013). McDonald’s has tried to appeal to millennials for several years with different items on its menu, but up to now the restaurant chain is still facing difficulties as these elements are not attractive to millennials (Morrison, 2013). Moreover, millennials’ habits have changed, and they are demanding healthier products. This health factor affects McDonald’s because this segment does not trust its products and the way it processes food.  The research will focus on the reasons why the brand is facing difficulties gaining the confidence of this segment, and there is a high level of distrust towards the brand that contributes to millennials disliking the products they offer.