What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense and also by holding a unique position that attracts adults and kids alike.
The McD’ Fast food restaurants would be ideal in experiencing the coffee cultures which are growing throughout the globe. These coffee cultures covered with Starbucks and cafes attract people that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance of in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers en route to the cinema, take-away, or finding comfort work. They are hunting for a short-term experience that is fast with excellent service from a reasonable cost.
McD Coffee Shops could be separate entities in 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 immediate recognition, credibility and belief inside the startup company. Except for further differentiation through the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which are sometimes employed in certain countries. Also introducing more at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so youngsters are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late as well as their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that would buy into a brand name which allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their more affordable prices in comparison with Starbucks etc would permeate countries where fast food restaurants are considered a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses 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 belief and loyalty towards the brand.
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