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 might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and by holding an original position that attracts kids and adults alike.
The McD’ Coffee houses will be ideal in experiencing the coffee cultures that are growing during the entire globe. These coffee cultures dominated by Starbucks and private cafes attract people that pay excessive prices for coffee to view 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 look for cafes as time-killers on their way for the cinema, take-away, or returning to work. They may be trying to find a short-term experience that’s fast with excellent service at a reasonable price.
McD Coffee houses can be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo would allow for fast recognition, credibility and belief inside the startup company. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee shops; so students are not entirely excluded because of this adult experience.
McDonalds is known for being open until late along with their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that could buy into a brand that permits these phones enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their more affordable prices in comparison to Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can access the same exposure to less expensive costs, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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