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 fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and Value and also by holding an original position that appeals to kids and adults alike.
The McD’ Coffee houses will be ideal in experiencing the coffee cultures which are growing during the entire globe. These coffee cultures dominated by Starbucks and cafes attract individuals who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee shops as time-killers en route to the cinema, take-away, or finding comfort work. They are trying to find a short-term experience that’s fast with excellent service at the reasonable cost.
McD Fast food restaurants would be separate entities through 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 fast recognition, credibility and belief within the startup company. Except for further differentiation from the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours that are sometimes found in certain countries. Also introducing more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded from this adult experience.
McDonalds is renowned for being open until late and their Fast food restaurants would thus meet the huge consumer demand from club/bar goers and tourists that would take up a brandname which allows these to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their less expensive costs when compared with Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops because they can connect to the same knowledge of 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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