What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds is the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense through holding an original position that draws children and grown ups alike.
The McD’ Coffee Shops would be ideal in tapping into the coffee cultures which are growing throughout the globe. These coffee cultures dominated by Starbucks and also cafes attract consumers that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers en route for the cinema, take-away, or going back to work. They are searching for a short-term experience that is certainly fast with excellent service in a reasonable cost.
McD Cafes would be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and also the utilisation of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the new venture. Except for further differentiation through the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which might be 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 coffee shops; so youngsters are not entirely excluded out of this adult experience.
McDonalds is known for being open until late along with their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that will buy into a brand that allows the crooks 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 more affordable prices compared to Starbucks etc would permeate countries where cafes are believed 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 access the same experience with affordable prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty to the brand.
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