What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and also by holding a unique position that draws regardless of how alike.
The McD’ Coffee Shops would be ideal in making use of the coffee cultures that are rapidly expanding through the entire 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 convey more in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers on their way to the cinema, take-away, or rediscovering the reassurance of work. They are searching for a short-term experience which is fast with excellent service from a fair price.
McD Coffee Shops will be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and the standby time with the infamous ‘M’ logo would allow for fast recognition, credibility and belief within the start-up. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which can be sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late as well as their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that might take up a brand name that allows these to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, in addition to their affordable prices in comparison to Starbucks etc would permeate countries where coffee shops are considered a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they possibly can connect to the same exposure to more affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty towards the brand.
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