What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and price and by holding an exceptional position that appeals to kids and adults alike.
The McD’ Coffee houses will be ideal in experiencing the coffee cultures that are growing rapidly throughout the globe. These coffee cultures dominated by Starbucks and private cafes attract consumers that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance of in-store time for it to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out fast food restaurants as time-killers on their way on the cinema, take-away, or going back to work. They’re looking for a short-term experience which is fast with excellent service in a reasonable cost.
McD Fast food restaurants can be separate entities from your fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the utilisation of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the start-up. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which might be sometimes found in certain countries. Also introducing more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience cafes; so students are not entirely excluded because of this adult experience.
McDonalds is acknowledged for being open until late as well as their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that would adopt a product that permits these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their affordable prices in comparison to Starbucks etc would permeate countries where coffee houses are believed 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 knowledge about more affordable prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty to the brand.
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