What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds could be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense by holding an exceptional position that interests kids and adults alike.
The McD’ Fast food restaurants will be ideal in utilizing the coffee cultures that are growing through the globe. These coffee cultures dominated by Starbucks and private cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers en route for the cinema, take-away, or finding comfort work. These are looking for a short-term experience that is fast with excellent service at the reasonable price.
McD Coffee houses would be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief within the new venture. But also for further differentiation from your fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Fast food restaurants would thus fulfill the huge consumer demand from club/bar goers and tourists that could take up a brand that permits these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their lower prices when compared with Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they possibly can access the same exposure to lower prices, better and faster service.
This venture will prove to add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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