What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense and also by holding an original position that appeals to adults and kids alike.
The McD’ Coffee Shops could be ideal in making use of the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and personal cafes attract people who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these 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 en route for the cinema, take-away, or rediscovering the reassurance of work. These are hunting for a short-term experience that is fast with excellent service at the reasonable price.
McD Coffee houses could be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the standby time with the infamous ‘M’ logo allows for fast recognition, credibility and belief in the startup company. Except for further differentiation in the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee houses; so students are not entirely excluded using this adult experience.
McDonalds is known for being open until late in addition to their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that could take up a brand name that allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their affordable prices compared to Starbucks etc would permeate countries where fast food restaurants 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 access the same knowledge of affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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