What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and cost through holding a unique position that appeals to adults and kids alike.
The McD’ Cafes could be ideal in experiencing the coffee cultures which might be rapidly expanding during the entire globe. These coffee cultures covered with Starbucks and also cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as 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 on their way on the cinema, take-away, or finding comfort work. These are searching for a short-term experience that is certainly fast with excellent service at a reasonable price.
McD Coffee Shops could be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo allows for fast recognition, credibility and belief from the start-up. Except for further differentiation through the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which are sometimes used in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded from this adult experience.
McDonalds is known for being open until late along with their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that could take up a brandname that enables these phones enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their more affordable prices compared to Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they possibly can get the same experience with more affordable prices, better and faster service.
This venture create 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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