What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price by holding a distinctive position that appeals to kids and adults alike.
The McD’ Coffee Shops would be ideal in tapping into the coffee cultures which are growing throughout the globe. These coffee cultures dominated by Starbucks and cafes attract individuals who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers on their way for the cinema, take-away, or rediscovering the reassurance of work. They are searching for a short-term experience that’s fast with excellent service in a reasonable cost.
McD Cafes could 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 enables for immediate recognition, credibility and belief within the new venture. But also for further differentiation in the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours that are sometimes used in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded from this adult experience.
McDonalds is known for being open until late along with their Fast food restaurants would thus meet the huge consumer demand from club/bar goers and tourists that might adopt a brand name that allows these to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their less expensive costs compared to Starbucks etc would permeate countries where coffee shops are thought a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they can get the same exposure to 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 belief and loyalty to the brand.
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