What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price by holding an original position that attracts adults and kids alike.
The McD’ Coffee Shops can be ideal in making use of the coffee cultures that are growing rapidly during the entire globe. These coffee cultures dominated by Starbucks and personal 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 in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers en route towards the cinema, take-away, or returning to work. They may be searching for a short-term experience which is fast with excellent service from a fair price.
McD Fast food restaurants could be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo enables for fast recognition, credibility and belief inside the start-up. But also for further differentiation through the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours that are sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so children are not entirely excluded from this adult experience.
McDonalds is recognized for being open until late as well as their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that might subscribe to a brandname that permits them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, along with their affordable prices compared to Starbucks etc would permeate countries where coffee houses are considered a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able connect to the same knowledge of lower 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 idea and loyalty to the brand.
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