What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and cost by holding an exceptional position that appeals to children and grown ups alike.
The McD’ Coffee houses could be ideal in utilizing the coffee cultures that are rapidly expanding through the globe. These coffee cultures dominated by Starbucks and private cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance of in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to cafes as time-killers on their way towards the cinema, take-away, or finding comfort work. They’re trying to find a short-term experience that is certainly fast with excellent service in a fair price.
McD Coffee Shops could be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief within the new venture. But also for further differentiation in the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which are sometimes found 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 children are not entirely excluded out of this adult experience.
McDonalds is known for being open until late as well as their Cafes would thus match the huge consumer demand from club/bar goers and tourists that would buy into a brandname that permits the crooks to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their more affordable prices in comparison to Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able access the same knowledge of affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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