What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price and also by holding a distinctive position that interests kids and adults alike.
The McD’ Coffee Shops could be ideal in utilizing the coffee cultures that are growing rapidly through the globe. These coffee cultures dominated by Starbucks and private cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance of in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee houses as time-killers en route for the cinema, take-away, or returning to work. These are trying to find a short-term experience that is fast with excellent service in a reasonable cost.
McD Coffee Shops would be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo allows for fast recognition, credibility and belief in the medical. Nevertheless for further differentiation in the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which might be sometimes found in certain countries. Also introducing more at ease seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late along with their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that will take up a product that allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, along with their lower prices in comparison with Starbucks etc would permeate countries where fast food restaurants are considered a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants because they can access the same exposure to lower 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 towards the brand.
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