What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
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
by having a rigorous system of Quality, Service, Cleanliness and price and by holding a distinctive position that appeals to adults and kids alike.
The McD’ Coffee Shops could be ideal in making use of the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and personal cafes attract individuals who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers enroute on the cinema, take-away, or finding comfort work. They are looking for a short-term experience that is certainly fast with excellent service in a fair price.
McD Cafes can be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo allows for immediate recognition, credibility and belief from the new venture. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which might be sometimes found in certain countries. Also introducing more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded using this adult experience.
McDonalds is acknowledged for being open until late along with their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that could take up a brand that permits these phones enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, and their affordable prices in comparison with Starbucks etc would permeate countries where coffee houses are believed a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they possibly can connect to the same experience with lower prices, better and faster service.
This venture include a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty towards the brand.
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