What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds is the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense through holding an exceptional position that interests regardless of how alike.
The McD’ Cafes can be ideal in tapping into the coffee cultures that are growing throughout the globe. These coffee cultures covered with Starbucks and also cafes attract individuals who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers convey more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for cafes as time-killers on their way towards the cinema, take-away, or returning to work. They’re trying to find a short-term experience which is fast with excellent service at a reasonable cost.
McD Coffee Shops would be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo will allow for immediate recognition, credibility and belief within the startup company. But also for further differentiation through the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so children are not entirely excluded out of this adult experience.
McDonalds is recognized for being open until late along with their Cafes would thus match the huge consumer demand from club/bar goers and tourists that could take up a brand that permits these to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their lower prices when compared with Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can get the same knowledge of affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty to the brand.
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