What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price by holding a distinctive position that interests children and grown ups alike.
The McD’ Cafes will be ideal in utilizing the coffee cultures which can be rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and private cafes attract individuals who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee houses as time-killers en route on the cinema, take-away, or returning to work. These are trying to find a short-term experience that is fast with excellent service at the fair 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 technique infamous ‘M’ logo would allow for immediate recognition, credibility and belief from the startup company. However for further differentiation from the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours that are sometimes found in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded using this adult experience.
McDonalds is known for being open until late and their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that would take up a brandname that permits them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their affordable prices in comparison to Starbucks etc would permeate countries where coffee houses are thought a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants because they can get the same knowledge about more affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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