What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense and by holding a unique position that appeals to children and grown ups alike.
The McD’ Coffee houses can be ideal in tapping into the coffee cultures that are growing rapidly through the entire globe. These coffee cultures covered with Starbucks and personal cafes attract individuals who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee houses as time-killers on their way towards the cinema, take-away, or finding comfort work. These are searching for a short-term experience which is fast with excellent service at a reasonable price.
McD Fast food restaurants can be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the utilisation of the infamous ‘M’ logo would allow for fast recognition, credibility and belief inside the new venture. However for further differentiation through the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which are sometimes used in certain countries. Also introducing much more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience cafes; so kids are not entirely excluded using this adult experience.
McDonalds is acknowledged for being open until late and their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that could subscribe to a brand that enables these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their less expensive costs in comparison with Starbucks etc would permeate countries where fast food restaurants 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 coffee houses as they possibly can connect to the same exposure to more affordable prices, better and faster service.
This venture will prove to 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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