What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds is the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and cost through holding a distinctive position that draws kids and adults alike.
The McD’ Coffee Shops will be ideal in experiencing the coffee cultures that are growing during the entire globe. These coffee cultures covered with Starbucks and cafes attract people who pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers enroute on the cinema, take-away, or rediscovering the reassurance of work. These are hunting for a short-term experience which is fast with excellent service at the reasonable cost.
McD Coffee houses will be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the utilisation of the infamous ‘M’ logo would allow for fast recognition, credibility and belief from the startup company. But also for further differentiation from the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours that are sometimes utilized in certain countries. Also introducing more at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so youngsters are not entirely excluded because of this adult experience.
McDonalds is acknowledged for being open until late along with their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that would take up a product which allows the crooks to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their lower prices when compared with Starbucks etc would permeate countries where coffee houses are thought a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants because they can connect to the same exposure to more affordable prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty on the brand.
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