What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and also by holding an original position that appeals to children and grown ups alike.
The McD’ Cafes will be ideal in utilizing the coffee cultures that are growing 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 have an overabundance in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee houses as time-killers en route for the cinema, take-away, or going back to work. They may be hunting for a short-term experience which is fast with excellent service at the reasonable price.
McD Cafes would be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo enables for fast recognition, credibility and belief in the new venture. However for further differentiation from your fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded because of this adult experience.
McDonalds is acknowledged for being open until late in addition to their Coffee houses would thus match the huge consumer demand from club/bar goers and tourists that would take up a brandname that enables them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their affordable prices in comparison with Starbucks etc would permeate countries where fast food restaurants 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 because they can get the same experience with lower prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty on the brand.
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