McDonalds and Brand Progression – Where Next?

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

Launch McDonalds Cafes!

This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and expense by holding an exceptional position that attracts children and grown ups alike.

The McD’ Cafes could be ideal in experiencing the coffee cultures which are growing throughout the globe. These coffee cultures covered with Starbucks and personal cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance of in-store time to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out cafes as time-killers enroute to the cinema, take-away, or going back to work. They are searching for a short-term experience that’s fast with excellent service from a fair price.

McD Coffee Shops would be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo would allow for fast recognition, credibility and belief from the medical. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which are sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded using this adult experience.

McDonalds is recognized for being open until late in addition to their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that would adopt a brand that allows them to enjoy their coffee experience every time they desire.

McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, along with their more affordable prices compared to Starbucks etc would permeate countries where coffee shops are considered a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able access the same experience with less expensive costs, 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 concept and loyalty for the brand.

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