What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and Value and also by holding an original position that draws adults and kids alike.
The McD’ Coffee Shops could be ideal in tapping into the coffee cultures that are rapidly expanding during the entire globe. These coffee cultures covered with Starbucks and also cafes attract consumers that 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 and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers enroute on the cinema, take-away, or returning to work. These are looking for a short-term experience that is fast with excellent service at a reasonable price.
McD Coffee houses will be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and also the standby time with the infamous ‘M’ logo will allow for immediate recognition, credibility and belief from the medical. Nevertheless for further differentiation in the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing convenient seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded using 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 will adopt a product which allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their lower prices in comparison with Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks may offer expertise and 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 lower prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty for the brand.
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