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 brand new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds is the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and expense and by holding a distinctive position that draws adults and kids alike.
The McD’ Coffee Shops could be ideal in utilizing the coffee cultures which are rapidly expanding through the globe. These coffee cultures dominated by Starbucks and personal cafes attract consumers that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee shops as time-killers enroute towards the cinema, take-away, or going back to work. They’re searching for a short-term experience that is fast with excellent service in a reasonable price.
McD Cafes can be separate entities from the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief within the medical. But also for further differentiation from the fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours that are sometimes used in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded using this adult experience.
McDonalds is recognized for being open until late and their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that will take up a brandname that enables these to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, as well as their affordable prices compared to Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able connect to the same knowledge about more affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty towards the brand.
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