What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and expense and by holding a distinctive position that interests regardless of how alike.
The McD’ Coffee houses would be ideal in experiencing the coffee cultures which might be expanding as well through the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract consumers that pay excessive prices for coffee to gain access to 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 houses as time-killers en route to the cinema, take-away, or returning to work. These are hunting for a short-term experience which is fast with excellent service from a reasonable price.
McD Coffee Shops will be separate entities from the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the use of the infamous ‘M’ logo allows for fast recognition, credibility and belief from the new venture. However for further differentiation in the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded using this adult experience.
McDonalds is recognized for being open until late and their Fast food restaurants would thus fulfill the huge consumer demand from club/bar goers and tourists that could buy into a brand that allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their more affordable prices in comparison to Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they possibly can access the same knowledge about affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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