What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price and also by holding an original position that appeals to adults and kids alike.
The McD’ Fast food restaurants could be ideal in making use of the coffee cultures which are growing through the globe. These coffee cultures dominated by Starbucks and cafes attract individuals who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee houses as time-killers enroute for the cinema, take-away, or rediscovering the reassurance of work. They are hunting for a short-term experience which is fast with excellent service at the fair price.
McD Coffee Shops could be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo will allow for fast recognition, credibility and belief from the start-up. However for further differentiation in the fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience fast food restaurants; so youngsters are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late in addition to their Cafes would thus match the huge consumer demand from club/bar goers and tourists that could take up a brand name which allows the crooks to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their more affordable prices when compared with Starbucks etc would permeate countries where cafes are considered a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops because they can connect to the same knowledge of lower prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty towards the brand.
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