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 may be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and expense through holding a distinctive position that appeals to regardless of how alike.
The McD’ Coffee houses will be ideal in tapping into the coffee cultures which might be expanding as well during the entire globe. These coffee cultures dominated by Starbucks and also cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance of in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers en route to the cinema, take-away, or finding comfort work. These are trying to find a short-term experience that’s fast with excellent service at a reasonable price.
McD Coffee houses would be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and also the use of the infamous ‘M’ logo enables for immediate recognition, credibility and belief in the new venture. However for further differentiation through the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours which can be sometimes used in certain countries. Also introducing more at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late as well as their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that might buy into a brand name that permits the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their lower prices in comparison to Starbucks etc would permeate countries where cafes are viewed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they are able connect to the same experience with more affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty for the brand.
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