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 can be fully exploited. McDonalds is the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price and also by holding a distinctive position that appeals to children and grown ups alike.
The McD’ Coffee Shops can be ideal in tapping into the coffee cultures which might be growing through the entire globe. These coffee cultures dominated by Starbucks and private cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers en route to the cinema, take-away, or finding comfort work. They’re trying to find a short-term experience that is certainly fast with excellent service at the reasonable cost.
McD Cafes could be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics as well as the technique infamous ‘M’ logo would allow for fast recognition, credibility and belief from the start-up. Except for further differentiation from the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours which can be 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 coffee houses; so children are not entirely excluded using this adult experience.
McDonalds is renowned for being open until late along with their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that might take up a brandname which allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, and their lower prices compared to Starbucks etc would permeate countries where cafes are believed a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they possibly can access the same experience with more affordable prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty to the brand.
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