What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value and also by holding an exceptional position that attracts regardless of how alike.
The McD’ Coffee houses will be ideal in experiencing the coffee cultures which are rapidly expanding through the globe. These coffee cultures covered with Starbucks and also cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee houses as time-killers en route for the cinema, take-away, or returning to work. These are trying to find a short-term experience which is fast with excellent service at the fair price.
McD Coffee Shops would be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and also the utilisation of the infamous ‘M’ logo allows for immediate recognition, credibility and belief from the medical. Except for further differentiation from your fast-food image, the famous ‘red’ theme would 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 in the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded from this adult experience.
McDonalds is known for being open until late in addition to their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that might adopt a brand that permits them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their less expensive costs when compared with Starbucks etc would permeate countries where coffee shops are considered a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can connect to the same knowledge of more affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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