What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price by holding a unique position that interests kids and adults alike.
The McD’ Fast food restaurants can be ideal in tapping into the coffee cultures that are growing rapidly during the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract consumers that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out cafes as time-killers on their way towards the cinema, take-away, or returning to work. They’re looking for a short-term experience which is fast with excellent service from a fair price.
McD Cafes can be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo would allow for immediate recognition, credibility and belief within the startup company. But also for further differentiation from your fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which are sometimes used 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 students are not entirely excluded using this adult experience.
McDonalds is acknowledged for being open until late in addition to their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that will adopt a product that allows them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, as well as their less expensive costs in comparison 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 coffee houses as they are able connect to the same experience with 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 concept and loyalty on the brand.
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