What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh 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 an original position that interests kids and adults alike.
The McD’ Coffee houses could be ideal in experiencing the coffee cultures which can be growing rapidly throughout the globe. These coffee cultures dominated by Starbucks and also cafes attract individuals who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers on their way for the cinema, take-away, or going back to work. They are searching for a short-term experience that is fast with excellent service at a reasonable price.
McD Coffee houses will be separate entities from 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 will allow for fast recognition, credibility and belief from the start-up. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which can be sometimes utilized in certain countries. Also introducing more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late along with their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that will take up a product which allows the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, along with their affordable prices compared to Starbucks etc would permeate countries where cafes are viewed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes because they can get the same knowledge about lower prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty to the brand.
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