What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price through holding an exceptional position that appeals to regardless of how alike.
The McD’ Cafes would be ideal in experiencing the coffee cultures which can be expanding as well throughout the globe. These coffee cultures dominated by Starbucks and private cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers convey more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers en route on the cinema, take-away, or going back to work. They may be trying to find a short-term experience that is fast with excellent service at a reasonable price.
McD Fast food restaurants could be separate entities from the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the use of the infamous ‘M’ logo allows for immediate recognition, credibility and belief inside the new venture. However for further differentiation through the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee shops; so youngsters are not entirely excluded from this adult experience.
McDonalds is renowned for being open until late and their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that might subscribe to a brand that permits them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their lower prices when compared with Starbucks etc would permeate countries where cafes 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 possibly can connect to the same exposure to affordable prices, better and faster service.
This venture include a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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