McDonalds and company Development – Where Next?

What business should a mega-brand like McDonald’s go into next?

Launch McDonalds Cafes!

This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and Value and by holding an exceptional position that appeals to children and grown ups alike.

The McD’ Cafes would be ideal in tapping into the coffee cultures which might be rapidly expanding throughout the globe. These coffee cultures covered with Starbucks and cafes attract consumers that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time for you to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out cafes as time-killers en route for the cinema, take-away, or returning to work. They may be searching for a short-term experience that’s fast with excellent service at a reasonable price.

McD Coffee Shops will be separate entities from your fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and the utilisation of the infamous ‘M’ logo will allow for fast recognition, credibility and belief inside the startup company. But also for further differentiation from the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing more at ease seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded using this adult experience.

McDonalds is known for being open until late along with their Coffee houses would thus match the huge consumer demand from club/bar goers and tourists that would adopt a brand which allows these to enjoy their coffee experience when they desire.

McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, along with their less expensive costs in comparison to Starbucks etc would permeate countries where coffee shops are thought a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can connect to the same experience with more affordable prices, better and faster service.

This venture will prove to add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty towards the brand.

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