What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense through holding an original position that attracts regardless of how alike.
The McD’ Cafes would be ideal in tapping into the coffee cultures which can be rapidly expanding through the globe. These coffee cultures dominated by Starbucks and private cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have more in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to cafes as time-killers enroute to the cinema, take-away, or rediscovering the reassurance of work. These are searching for a short-term experience that’s fast with excellent service from a fair price.
McD Coffee Shops can be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo would allow for fast recognition, credibility and belief from the new venture. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing much more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee houses; so students are not entirely excluded out of this adult experience.
McDonalds is acknowledged for being open until late in addition to their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that will take up a product that enables them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their affordable prices in comparison to Starbucks etc would permeate countries where cafes are thought 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 get the same knowledge about more affordable prices, better and faster service.
This venture include a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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