What business should a mega-brand like McDonald’s get 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 is the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value through holding a unique position that interests kids and adults alike.
The McD’ Fast food restaurants would be ideal in experiencing the coffee cultures that are growing throughout the globe. These coffee cultures covered with Starbucks and cafes attract consumers that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee houses as time-killers enroute to the cinema, take-away, or rediscovering the reassurance of work. They are hunting for a short-term experience that’s fast with excellent service in a fair price.
McD Coffee Shops would be separate entities through the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo would allow for fast recognition, credibility and belief in the startup company. However for further differentiation through the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which can be sometimes used in certain countries. Also introducing convenient seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee shops; so children are not entirely excluded using this adult experience.
McDonalds is acknowledged for being open until late and their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that could buy into a product that allows them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, along with their more affordable prices compared to Starbucks etc would permeate countries where coffee houses are thought a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they possibly can get the same experience with lower prices, better and faster service.
This venture will prove to add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty on the brand.
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