What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and by holding a distinctive position that draws children and grown ups alike.
The McD’ Coffee Shops can be ideal in utilizing the coffee cultures which can be growing rapidly during the entire globe. These coffee cultures dominated by 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 because these consumers have an overabundance in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers on their way on the cinema, take-away, or going back to work. They may be searching for a short-term experience that’s fast with excellent service from a reasonable price.
McD Coffee houses will be separate entities through the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo will allow for fast recognition, credibility and belief inside the new venture. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded from this adult experience.
McDonalds is recognized for being open until late in addition to their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that might take up a brand name which allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, along with their more affordable prices when compared 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 fast food restaurants as they are able connect to the same knowledge about affordable prices, better and faster service.
This venture include a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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