What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price by holding a distinctive position that attracts kids and adults alike.
The McD’ Coffee Shops would be ideal in experiencing the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and also cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities since these consumers have more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out fast food restaurants as time-killers en route for the cinema, take-away, or finding comfort work. They are trying to find a short-term experience which is fast with excellent service at the fair price.
McD Fast food restaurants will be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics as well as the standby time with the infamous ‘M’ logo will allow for fast recognition, credibility and belief in the new venture. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded from this adult experience.
McDonalds is renowned for being open until late in addition to their Cafes would thus fulfill the huge consumer demand from club/bar goers and tourists that might adopt a brand name that enables these to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their lower prices in comparison to Starbucks etc would permeate countries where cafes 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 possibly can connect to the same exposure to lower prices, better and faster service.
This venture will prove to add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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