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 may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value by holding a distinctive position that draws kids and adults alike.
The McD’ Cafes will be ideal in experiencing the coffee cultures which are growing through the entire globe. These coffee cultures covered with Starbucks and cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers en route for 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 fair price.
McD Coffee houses would be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo enables for immediate recognition, credibility and belief from the new venture. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours that are sometimes used in certain countries. Also introducing more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late along with their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that might adopt a product that permits these phones enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, in addition to their lower prices compared to Starbucks etc would permeate countries where cafes are believed a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can connect to the same exposure to less expensive costs, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty towards the brand.
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