What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense and also by holding a distinctive position that interests regardless of how alike.
The McD’ Coffee houses could be ideal in utilizing the coffee cultures which can be expanding as well through the entire globe. These coffee cultures dominated by Starbucks and cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers on their way to the cinema, take-away, or returning to work. They’re looking for a short-term experience which is fast with excellent service in a fair price.
McD Coffee houses would be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief from the startup company. Except for further differentiation in the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which can be sometimes used in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded using 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 buy into a brandname which allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, in addition to their lower prices when compared with Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they are able get the same experience with affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty to the brand.
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