What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price and also by holding a distinctive position that interests children and grown ups alike.
The McD’ Fast food restaurants can be ideal in making use of the coffee cultures that are growing rapidly through the globe. These coffee cultures dominated by Starbucks and cafes attract consumers that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee shops as time-killers en route on the cinema, take-away, or going back to work. They are hunting for a short-term experience that’s fast with excellent service at the reasonable cost.
McD Coffee houses will be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo would allow for immediate recognition, credibility and belief within the start-up. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours that are sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that would adopt a brand that allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their less expensive costs compared to Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes because they can access the same knowledge of less expensive costs, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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