What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds is the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price and by holding a unique position that attracts kids and adults alike.
The McD’ Cafes will be ideal in experiencing the coffee cultures which might be expanding as well through the globe. These coffee cultures dominated by Starbucks and personal cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers en route towards the cinema, take-away, or finding comfort work. They’re looking for a short-term experience that’s fast with excellent service at the reasonable cost.
McD Fast food restaurants will be separate entities in the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the utilisation of the infamous ‘M’ logo allows for fast recognition, credibility and belief in the new venture. Except for further differentiation through the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee shops; so youngsters are not entirely excluded from this adult experience.
McDonalds is known for being open until late and their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that would subscribe to a brandname that allows these phones enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their less expensive costs in comparison with Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops because they can get the same knowledge about lower prices, better and faster service.
This venture will prove to add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty to the brand.
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