How Millennials Are Changing The Fast Food Empire

Millennials Are Slowly Saving The Fast Food Industry

Go ahead and eat that fourth crunchy taco, boo.


I like fancy brunch places with aesthetic food and bottomless mimosas like the next person, but there's something about the guilty pleasure of fast food that has me coming back again and again- especially after (or during!) a night out. Personally, I have had a struggle with my semi-addiction: I blame it on the fact that my overprotective parents treated McDonald's as more of a special occasion treat than an actual meal.

When senior year of high school hit, and my friends finally staged an intervention when they found out I'd never had a McFlurry, it was like I had entered a new world. Fast forward a few years and you could find me bringing (and eating) a taco bell 12 pack at whatever kickback I had somehow dragged myself to that week. I'm not alone in my sentiment, however, and I began to become extremely interested in the zeal my friends and many others on social media had for fast food. It wasn't until I did some digging recently and found out how much of an impact our generation has had on the fast food industry, and how we're (probably) changing it for the better.

I have such a soft spot for Taco Bell, if you couldn't tell already, the first corporation I decided to research was Yum! Brands, the parent company of my favorite guilty pleasure. They also own KFC, Pizza Hut, and Wingstreet, FYI.

Back in 2010, the market price for one share was around $30. They experienced gradual growth, eventually reaching about $50 a share in 2015. In the last 3 years, however, Yum! Brands grew exponentially, eventually reaching a peak of around $90 a share- triple the amount from just under 10 years ago.

This is absolutely no fluke. Undergoing some rebranding and leadership changes, this mega-corporation that was the mastermind behind the Doritos Locos tacos and the Doritos Quesalupa Crunch continues to display constant and quite staggering growth, especially in the face of failing chain brands like Applebee's or Chilis. Yum! Brands have realized an important thing about this burgeoning foodie market- sure we can really appreciate a hefty and decadent feast at Habana on Sundays, but that meal will probably set us back $40 we shouldn't be able to spend.

As much as we love a good, rich, and luxurious meal, we also adore cheap deals that fill us up and soaks up all the excess alcohol. It's not to say that they have completely ignored our increasingly healthy eating habits though. Taco Bell, while not taking that step to put avocado toast on their menu (Hear me out: guacamole toast.), has put an emphasis lately on creating unique and/or healthier options for their menu. With the release of items such as the novelty nacho fries, the power menu that contains, at its peak, a whopping 19g of protein per bowl, and the overall decrease of sodium in its offerings, they have successfully tapped into a market of money savvy, nostalgic, and hungry customers.

I'll take one of these...and what will you be having?

Other big fast food companies like McDonald's, Carl's Jr., and Wendy's have also enjoyed recent growth by bringing back fan favorite value menus, and increasing their social media presence (looking at you, Wendy's, you amazing, shady bitch).

There's something rather inspirational about this change. For a generation that is quite famous for being stuck with problems from an older time, and constantly fighting a battle that seems decades too late, this pushback and growth from multi-million dollar companies to revise their marketing and offerings seems reflective of the change that can come from the gathering and push from millennials.

So no, this isn't another "Why Are Millennials Killing X, Y, Z" article, but rather a quick case study into the success and change our quirky, nihilistic, and emboldened generation is undergoing and causing fin a new and difficult time.

If you don't mind now, I'm gonna go and get another Crunch wrap supreme. And pencil in some gym time for tomorrow morning.

Live Mas.


Popular Right Now

8 Reasons Girls Who Love Tequila Are Better

Because if she can handle tequila, she can handle you too.

There are all kinds of alcohol stereotypes out there but the one associated with tequila is probably the worst: tequila makes you crazy. But if there's one thing we can all agree on, it's that women who drink tequila are one-of-a-kind.

Whether it's loving or fighting, you'll never find anyone who does it better than a girl who just straight up loves tequila, and here are a few reasons why that is.

1. She's independent

A girl who drinks tequila is probably the same girl who has absolutely no problem telling it like it is. She knows what she wants and goes after it.

2. She doesn't care what you or anyone else thinks

Oh, you have a problem with me taking shots and having a good time? Well, get over it! Bartender, a shot with salt and a lime please!

3. Always dancing

Tequila is an 'upper' so instead of sitting at the bar doing nothing, let's dance! Let's get moving!

4. There is never a dull moment

Speaking of dancing, a girl who drinks tequila is always down for a good time. Whether it's going on an adventure or seeing who can take the most shots, a tequila girl is always down to party.

5. While everyone else is starting to get sleepy, she has all the energy

Like I said, tequila is an 'upper' so while the other girls at the bar are starting to feel groggy and sad, she's all over the place having fun and partying on the dancefloor.

6. She's stronger than the girl crying over a vodka cranberry at the bar.

Sad over a breakup? Don't go for the vodka... Tequila will make you feel better in no time! Plus you can challenge the hot guys at the bar to a shot taking contest.

7. Tequila is healthy for you

Tequila is a probiotic, so some tequila a day keeps the doctor away. Yay for shots!

8. She can hold her own when it comes to alcohol

Any girl who can shoot some shots at the bar all day and night can handle alcohol, which means she can handle herself too. You won't have to deal with her constant breakdowns and mood swings because she will be too busy ordering more shots.

Cover Image Credit: Whiskey Riff

Related Content

Connect with a generation
of new voices.

We are students, thinkers, influencers, and communities sharing our ideas with the world. Join our platform to create and discover content that actually matters to you.

Learn more Start Creating

10 Summer Vibes You Need To Bump To In The Car

The type of songs that will make you wish summer never had to end.


There is truly nothing worse than being handed the AUX cord and not knowing what to do with it. In that moment, the spotlight is on you. You, the chosen one, has the opportunity to completely amp up the mood and get people in their feels.

For me, this is the moment in which I thrive the most and I am going to make sure that anyone that reads this article does to.

Now without further ado, here are 10 songs that will for sure boost your summer music cred.

1.  "Truth Hurts" by Lizzo 

If you haven't heard this one yet, I am sorry. This up and coming artist paved her way in the music world by introducing one of the most catchy girl anthems I have heard in a while. If you ever need a little reminder that you're a bad b*tch, listen to this song. The catchy beat and independent lyrics won't let you down.

2. "The London (feat. J Cole & Travis Scott)" by Young Thug 

If you want a song that pleases absolutely everyone, this is your go-to. Three of the biggest names of rap music in one song- it does not get much better. With a vibey beat and catchy chorus, you will be singing this song in no time.

3. "I Don't Care" by Ed Sheeran & Justin Bieber 

I'll tell you what, I do care about this song. After quite some time without music from Bieber or Sheeran, they have come back to bless us once again. Please don't go ghost on us again boys, we missed you.

4. "You Little Beauty" by Fisher 

Now this one is for my house people. Whether you like him for his insane personality or the electric beats he produces, Fisher is one of a kind. With his new single "You Little Beauty," you will be bopping your head and waving your hands the entire time.

5. "Electric Feel" by MGMT

An oldie, but a goodie. I don't know about you, but this song makes me wanna drive down the coast with my windows down, blasting the music. You can't beat alternative songs in the summer and this one is at the top of my playlist.

6. "GRoCERIES" by Chance the Rapper 

Chance. Is. Back. That's all I need to say.

7. "Whatever You Need" by Meek Mill and Nicki Minaj

Who doesn't love a good throwback to get them amped? You can't forget the Nicki/Meek era for many reasons, but one of the main ones being the unreal collaborations we got out of it. "Whatever You Need" will always be one to remember, so don't forget to keep it in your mind this summer.

8. "Jungle" by Tash Sultana

If you love the sound of guitar, this is the song for you. Being over five minutes, this song shows the musical talent within Tash Sultana. With guitar solos sprinkled so effortless throughout and the uniqueness of her voice, you are able to teleport into a musical phenomenon with this song.

9. "Baila Baila Baila (Remix)" by Ozuna, Daddy Yankee, & J Balvin

The song literally means "Dance Dance Dance," which automatically means it's going to be a crowd pleaser. And, come on, it's summer, you can't not listen to a little Spanish music.

10. "Undrunk" by Fletcher 

Representing an artist from my very own hometown, this one is constantly blasting in my car. Fletcher is the new artist to look out for, and she's making her way up the charts quickly with this banger. It is the perfect song to belt out after a night of bad decisions and calls to your ex.

I have now blessed you all with 10 songs that will make even the biggest of music snobs get in the mood. Use them wisely.

Related Content

Facebook Comments