McDonalds and Trademark Progress – Where Next?

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

Launch McDonalds Cafes!

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

The McD’ Coffee houses would be ideal in experiencing the coffee cultures that are rapidly expanding during the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance of in-store time for it to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out coffee houses as time-killers enroute towards 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 the fair price.

McD Coffee Shops will be separate entities through the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics as well as the technique infamous ‘M’ logo allows for fast recognition, credibility and belief from the start-up. But also for further differentiation through the fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded from this adult experience.

McDonalds is known for being open until late as well as their Fast food restaurants would thus meet the huge consumer demand from club/bar goers and tourists that could buy into a brand which allows them to enjoy their coffee experience if he or she desire.

McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their less expensive costs when compared with Starbucks etc would permeate countries where coffee houses are viewed a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can access the same exposure to more 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 belief and loyalty to the brand.

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