Menaka Menon

Profile of McDonald’s & BK loyalists are contrasting to some extent – McDonald’s caters to middle-aged affluent non-vegetarians, however BK loyalists are younger less affluent, also vegetarians à justifying BKs strength in the value segment.

Recent dual users perceive Burger King's burgers as tastier and offering good value

'Fillingness' is a key driver for younger generations, requiring a high protein-to-bun ratio in burgers

McDonald's struggles with shareability for group occasions, which is a critical aspect of value in the South. This gives competitors like KFC an edge with their bucket meals

Reliability vs. Excitement: Gen Z in the South perceive McDonald’s as a reliable comfort brand—safe, hygienic, consistent, and affordable. Its strength lies in dependability rather than excitement. It's seen as functional, not aspirational or trendy