What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may 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 appeals to children and grown ups alike.
The McD’ Coffee Shops would be ideal in experiencing the coffee cultures which can be growing rapidly through the globe. These coffee cultures covered with Starbucks and private cafes attract individuals who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers en route to the cinema, take-away, or rediscovering the reassurance of work. They are looking for a short-term experience that is certainly fast with excellent service in a reasonable price.
McD Coffee Shops will be separate entities through the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and also the use of the infamous ‘M’ logo allows for immediate recognition, credibility and belief in the startup company. However for further differentiation from the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which can be sometimes utilized 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 out of this adult experience.
McDonalds is known for being open until late and their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that would buy into a brand name that enables the crooks to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their lower prices in comparison with Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able access the same exposure to 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 to the brand.
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