What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and cost through holding a distinctive position that interests adults and kids alike.
The McD’ Fast food restaurants can be ideal in experiencing the coffee cultures that are growing during the entire globe. These coffee cultures dominated by Starbucks and private cafes attract people that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for fast food restaurants as time-killers on their way towards the cinema, take-away, or rediscovering the reassurance of work. They’re looking for a short-term experience that is fast with excellent service in a reasonable cost.
McD Fast food restaurants would be separate entities through the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the standby time with the infamous ‘M’ logo allows for fast recognition, credibility and belief in the start-up. Except for further differentiation from the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which can be sometimes found in certain countries. Also introducing more at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so students are not entirely excluded out of this adult experience.
McDonalds is known for being open until late in addition to their Fast food restaurants would thus satisfy the huge consumer demand from club/bar goers and tourists that would take up a product that enables them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their less expensive costs in comparison 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 cafes as they can connect to the same exposure to affordable prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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