What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and cost and also by holding a distinctive position that interests children and grown ups alike.
The McD’ Cafes would be ideal in making use of the coffee cultures that are growing throughout the globe. These coffee cultures dominated by Starbucks and personal cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time 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 going back to work. They’re looking for a short-term experience that is certainly fast with excellent service at a fair price.
McD Coffee houses can be separate entities in the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the technique infamous ‘M’ logo will allow for immediate recognition, credibility and belief from the startup company. Except for further differentiation from the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which can be sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded out of this adult experience.
McDonalds is recognized for being open until late and their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that might subscribe to a brand name that permits these to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, in addition to their less expensive costs in comparison to Starbucks etc would permeate countries where coffee shops 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 coffee shops 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 to the brand.
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