What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and Value and by holding an exceptional position that attracts kids and adults alike.
The McD’ Fast food restaurants will be ideal in making use of the coffee cultures that are growing rapidly through the entire globe. These coffee cultures dominated by Starbucks and private cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers enroute to the cinema, take-away, or going back to work. These are looking for a short-term experience that is fast with excellent service at the reasonable price.
McD Cafes would be separate entities from the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and also the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief within the startup company. However for further differentiation in the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which are sometimes used in certain countries. Also introducing convenient seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee houses; so youngsters are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late and their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that would adopt a brandname which allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their less expensive costs in comparison with Starbucks etc would permeate countries where cafes 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 houses as they can connect to the same knowledge about affordable prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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