IN THE HOT SEAT WITH HONG KONG’S GENZ

GenZ (18-24 yrs.) accounts for 21.3% of the Hong Kong population. In McDonald’s world, they are a crucial target segment, making up roughly 36% of the entire business.

However, following Hong Kong’s social unrest in 2019, anti-corporate fervor had made it so that major brands such as McDonald's had difficulties in resonating with the city’s GenZ.

YOUR DAD’S BURGER

No product had reflected our loss in brand relevance among Hong Kong’s youth more than the Big Mac. Once iconic and synonymous for the brand, it had become an afterthought with today’s younger customers. This posed a major issue for the sales of the brand's signature product.

It certainly wasn’t an awareness issue. The Big Mac still showed 82% in unaided awareness , but GenZ simply thought of the world’s most famous burger as their “dads’ burger”.