In an attempt to win over millennials at SXSW Interactive, a McDonald's food truck and lounge will make a debut for the first time. Despite the introduction of mobile payments, appealing ad campaigns and refreshing its image, this fast food chain is struggling to connect with younger diners. By putting an emphasis on food and connectivity, the brand hopes to win with kids of the digital generation.
For its official SXSW debut, McDonald's will have Fri-Fi stations for mobile device charging, street performances, live music, plus a truck that serves breakfast and lunch meals. With St. Patrick's Day around the corner, the food trucks will also be doling out festive Shamrock Shakes. In contrast to the casual atmosphere of a food truck, the brand will also host a private party on Saturday evening that promises Maple Bacon Bourbon Old Fashioned cocktails.
Casual Dining Trucks
A McDonald's Food Truck and Lounge at SXSW Tempts Millennials
Trend Themes
1. Mobile Dining Experiences - Creating food truck concepts that offer unique experiences and cater to millennial preferences, such as mobile device charging stations and live entertainment.
2. Brand Reinvention Strategies - Exploring innovative ways to refresh a brand image and connect with younger consumers, such as hosting private parties and serving trendy food and beverage options.
3. Digital Generation Engagement - Finding new ways to engage with the digital generation through technology-focused promotions and events, such as offering custom mobile ordering and interactive social media campaigns.
Industry Implications
1. Food and Beverage - Opportunity for restaurants and fast food chains to leverage food trucks and mobile experiences to attract younger consumers and stay competitive in the industry.
2. Event Marketing - Opportunity for event planners and marketers to partner with brands to create unique dining experiences that appeal to millennials at events like music festivals and conferences.
3. Hospitality and Entertainment - Opportunity for hotels, bars, and lounges to incorporate innovative food truck concepts and mobile dining experiences to attract a younger customer base and increase foot traffic.