What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense and by holding a unique position that draws kids and adults alike.
The McD’ Coffee houses would be ideal in utilizing the coffee cultures which might be rapidly expanding throughout 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 since these consumers have more in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee houses as time-killers on their way towards the cinema, take-away, or finding comfort work. These are searching for a short-term experience that is fast with excellent service at the reasonable cost.
McD Cafes would be separate entities from your fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and also the standby time with the infamous ‘M’ logo will allow for immediate recognition, credibility and belief from the start-up. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which might 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 coffee houses; so children are not entirely excluded because of this adult experience.
McDonalds is recognized 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 might subscribe to a brandname that permits them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their lower prices compared to Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can connect to the same knowledge about affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty on the brand.
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