What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and Value through holding an original position that draws regardless of how alike.
The McD’ Coffee Shops could be ideal in utilizing the coffee cultures which can be growing rapidly through the globe. These coffee cultures covered with Starbucks and also cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance of in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee houses as time-killers on their way to the cinema, take-away, or finding comfort work. These are looking for a short-term experience that is fast with excellent service at the reasonable cost.
McD Coffee houses will be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo will allow for fast recognition, credibility and belief in the start-up. But also for further differentiation from your fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late along with their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that will adopt a brand name that permits the crooks to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, in addition to their less expensive costs in comparison with Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can get the same exposure to affordable prices, better and faster service.
This venture will prove to add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty towards the brand.
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