McDonalds and Branding Progression – Where Next?

What business should a mega-brand like McDonald’s go into next?

Launch McDonalds Coffee Shops!

This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price through holding a distinctive position that draws children and grown ups alike.

The McD’ Coffee Shops could be ideal in tapping into the coffee cultures that are growing rapidly through the entire globe. These coffee cultures dominated by Starbucks and also cafes attract individuals who 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 and energy to come in contact with (McDonalds) communications and promotions.

Significantly, nowadays people check out cafes as time-killers en route on the cinema, take-away, or returning to work. These are looking for a short-term experience that’s fast with excellent service in a reasonable cost.

McD Cafes would be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo allows for fast recognition, credibility and belief within the medical. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so youngsters are not entirely excluded out of this adult experience.

McDonalds is recognized for being open until late as well as their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that will subscribe to a product that permits these phones enjoy their coffee experience when they desire.

McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their less expensive costs in comparison to Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes because they can access the same knowledge of 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 concept and loyalty to the brand.

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