What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense through holding a unique position that interests adults and kids alike.
The McD’ Fast food restaurants would be ideal in experiencing the coffee cultures which might be expanding as well through the globe. These coffee cultures dominated by Starbucks and private cafes attract people who pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers on their way on the cinema, take-away, or finding comfort work. They’re looking for a short-term experience that’s fast with excellent service at a fair price.
McD Coffee houses will be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the technique infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the new venture. Nevertheless 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 convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded out of 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 could adopt a brand that enables these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their lower prices when compared with Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they possibly can access the same knowledge of less expensive costs, better and faster service.
This venture include 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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