What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and Value by holding a distinctive position that appeals to kids and adults alike.
The McD’ Coffee houses could be ideal in tapping into the coffee cultures that are rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and personal cafes attract individuals who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers en route on the cinema, take-away, or rediscovering the reassurance of work. They are searching for a short-term experience which is fast with excellent service from a reasonable cost.
McD Coffee houses can be separate entities in the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and also the utilisation of the infamous ‘M’ logo allows for immediate recognition, credibility and belief from the medical. However for further differentiation from the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that would buy into a brand name that permits the crooks to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their lower prices when compared with Starbucks etc would permeate countries where fast food restaurants are considered a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants because they can connect to the same knowledge about affordable 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 concept and loyalty for the brand.
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