What business should a mega-brand like McDonald’s enter 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 could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and by holding a unique position that attracts adults and kids alike.
The McD’ Coffee Shops can be ideal in tapping into the coffee cultures which can be growing rapidly throughout the globe. These coffee cultures covered with Starbucks and personal cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee houses as time-killers en route to the cinema, take-away, or finding comfort work. They are trying to find a short-term experience that’s fast with excellent service in a fair price.
McD Cafes can be separate entities through the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo would allow for fast recognition, credibility and belief from the startup company. Except for further differentiation in the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience cafes; so students are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late along with their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that would take up a product that permits these phones enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, in addition to their less expensive costs in comparison to Starbucks etc would permeate countries where coffee shops are viewed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can connect to the same knowledge about 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 on the brand.
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