What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense through holding an original position that appeals to kids and adults alike.
The McD’ Cafes could be ideal in utilizing the coffee cultures that are growing rapidly through the entire globe. These coffee cultures dominated by Starbucks and private cafes attract people that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers enroute towards the cinema, take-away, or returning to work. They are looking for a short-term experience which is fast with excellent service at a reasonable cost.
McD Coffee houses will be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo will allow for fast recognition, credibility and belief from the startup company. Nevertheless for further differentiation through 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 at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded using this adult experience.
McDonalds is recognized for being open until late as well as their Cafes would thus fulfill the huge consumer demand from club/bar goers and tourists that will take up a product that enables them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their more affordable prices when compared with Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they possibly can connect to the same knowledge about 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 assumption and loyalty on the brand.
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