Loyalty does not exist. Everyone buys and eats everything. Especially Gen Z. Moreover, competitors’ promotional pressure in Russia is quite high, and McDonalds can not to go against it full scale. The main challenge was to make Gen Z turn their attention and appetite to McDonalds whilst avoiding a promotional battle.
Gen Z needs to be praised and rewarded: at home, among friends and especially in Social Networks. This fact is based on social and economical circumstances and is reflected in the biggest Russian Gen Z research by Sberbank. If you want to ask Gen Z for something, make sure that you have a valuable reward (emotional or rational).