What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value and by holding a unique position that draws adults and kids alike.
The McD’ Coffee Shops will be ideal in utilizing the coffee cultures that are rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and personal cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have more in-store time for it to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out fast food restaurants as time-killers en route on the cinema, take-away, or rediscovering the reassurance of work. These are trying to find a short-term experience that is certainly fast with excellent service from a reasonable cost.
McD Coffee Shops will be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo would allow for immediate recognition, credibility and belief inside the start-up. But also for further differentiation from your fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours that are 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 cafes; so youngsters are not entirely excluded using this adult experience.
McDonalds is known for being open until late in addition to their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that could subscribe to a brand that enables them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their more affordable prices compared to Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able access the same exposure to affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty for the brand.
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