What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds will be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and Value by holding an original position that interests regardless of how alike.
The McD’ Coffee Shops will be ideal in making use of the coffee cultures which are growing throughout the globe. These coffee cultures dominated by Starbucks and cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time for it to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers enroute for the cinema, take-away, or rediscovering the reassurance of work. They’re looking for a short-term experience which is fast with excellent service from a reasonable cost.
McD Coffee houses would be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief inside the start-up. Nevertheless for further differentiation in the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours that are sometimes found in certain countries. Also introducing more at ease seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded out of this adult experience.
McDonalds is recognized 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 adopt a brandname which allows these to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, in addition to their more affordable prices in comparison to Starbucks etc would permeate countries where fast food restaurants are believed a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants because 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 additional worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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