What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value and by holding a distinctive position that interests adults and kids alike.
The McD’ Coffee houses can be ideal in tapping into the coffee cultures that are rapidly expanding throughout the globe. These coffee cultures covered with Starbucks and also cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for fast food restaurants as time-killers enroute on the cinema, take-away, or returning to work. These are searching for a short-term experience which is fast with excellent service from a fair price.
McD Coffee Shops would be separate entities from your fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and also the standby time with the infamous ‘M’ logo will allow for immediate recognition, credibility and belief in the startup company. However for further differentiation through the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which can be sometimes utilized in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded because of this adult experience.
McDonalds is acknowledged for being open until late in addition to their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that would take up a brandname that enables the crooks to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their lower prices when compared with Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they can access the same knowledge about affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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