What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and Value by holding a distinctive position that attracts children and grown ups alike.
The McD’ Fast food restaurants could be ideal in tapping into the coffee cultures that are expanding as well through the globe. These coffee cultures dominated by Starbucks and personal cafes attract people that pay excessive prices for coffee to view 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 enroute towards the cinema, take-away, or rediscovering the reassurance of work. They are trying to find a short-term experience which is fast with excellent service at a fair price.
McD Coffee houses can be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo will allow for fast recognition, credibility and belief from the start-up. But also for further differentiation through the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours which can be sometimes found in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience cafes; so kids are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Fast food restaurants would thus meet the huge consumer demand from club/bar goers and tourists that might adopt a brand which allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their affordable prices in comparison to Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able get the same knowledge of more 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 for the brand.
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