What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price by holding an original position that attracts adults and kids alike.
The McD’ Fast food restaurants could be ideal in utilizing the coffee cultures which might be growing rapidly throughout the globe. These coffee cultures covered with Starbucks and also cafes attract people who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers en route to 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 fair price.
McD Coffee Shops could be separate entities from the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief within the new venture. But also for further differentiation from your fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours that are sometimes utilized in certain countries. Also introducing more at ease seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience cafes; so students are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late as well as their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that might buy into a product that permits the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, along with their lower prices in comparison with Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they possibly can access the same exposure to affordable prices, better and faster service.
This venture create 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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