What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and cost and by holding an original position that appeals to adults and kids alike.
The McD’ Fast food restaurants can be ideal in utilizing the coffee cultures that are growing rapidly through the globe. These coffee cultures covered with Starbucks and also cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers have more in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee shops as time-killers en route towards the cinema, take-away, or going back to work. They are trying to find a short-term experience that is certainly fast with excellent service from a fair price.
McD Cafes would be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo would allow for fast recognition, credibility and belief in the new venture. However for further differentiation through the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which might be sometimes used in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience cafes; so kids are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late and their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that will adopt a product that enables these phones enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, in addition to their more affordable prices in comparison with Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can connect to the same exposure to affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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