What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price and also by holding a distinctive position that appeals to adults and kids alike.
The McD’ Fast food restaurants would be ideal in making use of the coffee cultures which can be growing throughout the globe. These coffee cultures covered with Starbucks and cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to cafes as time-killers enroute towards the cinema, take-away, or finding comfort work. They may be trying to find a short-term experience that’s fast with excellent service at the reasonable price.
McD Cafes could be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the technique infamous ‘M’ logo enables for immediate recognition, credibility and belief from the medical. But also for further differentiation in the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which can be sometimes found in certain countries. Also introducing more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded out of this adult experience.
McDonalds is recognized for being open until late along with their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that would adopt a brand which allows these to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their less expensive costs compared to Starbucks etc would permeate countries where fast food restaurants are believed a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they are able access the same knowledge about lower prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty for the brand.
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