What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a brand 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 Value and also by holding a unique position that attracts adults and kids alike.
The McD’ Fast food restaurants can be ideal in tapping into the coffee cultures which are rapidly expanding through the globe. These coffee cultures covered with Starbucks and private cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for fast food restaurants as time-killers enroute towards the cinema, take-away, or returning to work. They may be looking for a short-term experience that is certainly fast with excellent service at a reasonable cost.
McD Coffee Shops will be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics as well as the utilisation of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the medical. Except for further differentiation through the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing more at ease seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience cafes; so youngsters are not entirely excluded out of this adult experience.
McDonalds is known for being open until late as well as their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that would subscribe to a brand that allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their lower prices in comparison to Starbucks etc would permeate countries where cafes are viewed a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can access the same experience with less expensive costs, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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