What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and cost by holding an original position that interests children and grown ups alike.
The McD’ Cafes will be ideal in utilizing the coffee cultures which might be growing rapidly during the entire globe. These coffee cultures covered with Starbucks and personal cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to cafes as time-killers en route on the cinema, take-away, or returning to work. They may be looking for a short-term experience that’s fast with excellent service from a fair price.
McD Coffee Shops would be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo allows for fast recognition, credibility and belief from the medical. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which can be sometimes used in certain countries. Also introducing more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience cafes; so kids are not entirely excluded out of 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 would take up a product that allows the crooks to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their affordable prices compared to Starbucks etc would permeate countries where cafes are believed a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they are able access the same knowledge about lower prices, better and faster service.
This venture will prove to add 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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