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 whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and cost and also by holding a distinctive position that draws kids and adults alike.
The McD’ Fast food restaurants can be ideal in experiencing the coffee cultures that are growing rapidly through the globe. These coffee cultures covered with Starbucks and also cafes attract people who pay excessive prices for coffee gain access to 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 on the cinema, take-away, or going back to work. They’re searching for a short-term experience that is certainly fast with excellent service in a reasonable price.
McD Coffee Shops could be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the standby time with the infamous ‘M’ logo will allow for fast recognition, credibility and belief inside the new venture. However for further differentiation from your fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which are sometimes used in certain countries. Also introducing more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee houses; so youngsters are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late and their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that could subscribe to a brandname that allows these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, in addition to their less expensive costs compared to Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they can connect to the same knowledge of lower prices, better and faster service.
This venture will add 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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