What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and cost and also by holding an exceptional position that appeals to adults and kids alike.
The McD’ Coffee Shops could be ideal in experiencing the coffee cultures which might be growing rapidly during the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract individuals who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee houses as time-killers on their way for the cinema, take-away, or rediscovering the reassurance of work. They may be trying to find a short-term experience that is fast with excellent service at a fair price.
McD Coffee Shops would be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the technique infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the new venture. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late along with their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that will take up a brandname that enables these to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their affordable prices in comparison with Starbucks etc would permeate countries where coffee shops are believed a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they are able connect to the same exposure to lower prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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