What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and cost and by holding an exceptional position that appeals to children and grown ups alike.
The McD’ Coffee Shops can be ideal in experiencing the coffee cultures which are growing throughout the globe. These coffee cultures covered with Starbucks and also cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers enroute on the cinema, take-away, or rediscovering the reassurance of work. They are looking for a short-term experience that is fast with excellent service in a reasonable cost.
McD Coffee houses would be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the standby time with the infamous ‘M’ logo allows for fast recognition, credibility and belief in the startup company. Except for further differentiation from the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which are sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded from this adult experience.
McDonalds is renowned for being open until late as well as their Fast food restaurants would thus fulfill the huge consumer demand from club/bar goers and tourists that will adopt a brand that allows the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their lower prices in comparison to Starbucks etc would permeate countries where cafes are considered a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can connect to the same exposure to affordable prices, better and faster service.
This venture will prove to add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.
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