What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and Value and also by holding an original position that interests adults and kids alike.
The McD’ Coffee houses could be ideal in making use of the coffee cultures which are expanding as well through the entire globe. These coffee cultures covered with Starbucks and private cafes attract individuals 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 and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers enroute on the cinema, take-away, or going back to work. These are hunting for a short-term experience that’s fast with excellent service at the reasonable price.
McD Cafes could be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the technique infamous ‘M’ logo allows for fast recognition, credibility and belief inside the new venture. Except for further differentiation in the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing more at ease seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so students are not entirely excluded from this adult experience.
McDonalds is renowned for being open until late along with their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that might buy into a brand that allows the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, and their less expensive costs compared to Starbucks etc would permeate countries where cafes are viewed a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they can get the same knowledge about lower prices, better and faster service.
This venture include a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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