McDonald’s and Burger King just received a surprising message from important customers

I know I think some things.

I think I know I can jaywalk in some countries, but not in others. I think I know that oatmeal in coffee tastes like yogurt in tea. And I think I know that the younger generations are always ahead of the older generations in knowing how the world should be.

Younger generations see things that older generations wink at. You know, things like Earth can soon be immolated while the older generation continues to focus on their golf swings.

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Sometimes, however, I find myself so surprised that I am forced to consider the rhythms of my breathing.

It was last week when I came across Piper Sandler’s latest Taking stock Survey with teenagers. This is what tells us that teenagers love Apple products more and more every six months.

The latest edition, in fact, is owned by 87% of American teenagers the iPhone88% think their next phone will be an iPhone and a derisive 31% already have one. Apple Watch.

This was all a touch. So I searched for a little more survey juice, and what I found was less fake blood than I expected.

More specifically, I found that teenagers are not very keen on plant-based meat, though its bloody component heme.

Piper Sandler says, “Teens plan to eat less plant-based meat. Of the 14% of teens who consume plant-based meat, 23% of teens plan to eat less plant-based meat, up from 17% in fall 2021.”

That, of course, made me consider McDonald’s, Burger King, and their hamburger brethren.

Two fast food brands believed that plant-based meat could be the future. More recently, McDonald’s McPlant decided to abandon the projectafter disappointing test results.

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Many wondered why this could be. A higher price, some said. Others argued that veggie burgers were cooked on the same grill as the meat version, thus diluting the purity of the idea.

Could it be, however, that too many teenagers — the fast food emporium’s big customers — have concluded that the plant-based meat thing isn’t for them? Or is it just another corporate takeover? Or just not big fans of McDonald’s and Burger King like you think?

In this survey, he cited Chick-fil-A as the number one restaurant, followed by Starbucks and Chipotle. (McDonald’s was fourth.)

And if you think teens aren’t spending as much eating out, Piper Sandler said, “Restaurant spending has grown as a part of the broader teen portfolio over time, and crossed into positive territory in the spring of 2014. While it has leveled off during COVID, we think that teenagers are in a position to regain their love for restaurants and dining out as behavioral spending patterns normalize.”

I can’t help but think that part of the reason McDonald’s is dropping its McPlant burger — and Burger King is finally going down the same path with its Impossible Whopper — is that these products have been so poorly marketed. .

However, the primary motivation for eating plant-based meat, many believe, is the Earth-saving aspect. Plant-based burgers are still packed with calories — the Impossible Whopper has 31 fewer calories than the real meat variety — but they’re kinder to the Earth’s future.

One would think that this would reside in teenage brains. It seems that it is not (enough) like that. Instead, many plan to eat less plant-based meat.

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Alright, I hear you sniff, these teenagers don’t care much about the environment. They have already become fine hypocrites like their elders.

All I can offer in rebuttal is this from Piper Sandler: “Gen Z is known to be a conscious generation, and this fall teenagers cited the environment as a top concern. 53% of consumers consider their carbon footprint when making purchasing decisions.”

Go figure it out. And when you’ve figured it out enough, please let me know.