What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price and also by holding a unique position that attracts regardless of how alike.
The McD’ Cafes will be ideal in tapping into the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee houses as time-killers on their way to the cinema, take-away, or finding comfort work. They’re searching for a short-term experience that is certainly fast with excellent service from a reasonable cost.
McD Cafes could be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and also the standby time with the infamous ‘M’ logo would allow for fast recognition, credibility and belief in the new venture. However for further differentiation through the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late and their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that would adopt a product that allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, as well as their more affordable prices in comparison to Starbucks etc would permeate countries where coffee shops 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 shops as they are able access the same experience with affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty to the brand.
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