What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and expense and also by holding an exceptional position that attracts regardless of how alike.
The McD’ Coffee houses could be ideal in experiencing the coffee cultures which can be growing during the entire globe. These coffee cultures covered with Starbucks and private cafes attract people that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because these consumers have more in-store time for you to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee shops as time-killers on their way on the cinema, take-away, or finding comfort work. They are looking for a short-term experience which is fast with excellent service at the reasonable cost.
McD Coffee houses could 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 will allow for immediate recognition, credibility and belief in the start-up. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing much more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded using this adult experience.
McDonalds is known for being open until late in addition to their Coffee houses would thus fulfill the huge consumer demand from club/bar goers and tourists that could subscribe to a brandname which allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their more affordable prices when compared with Starbucks etc would permeate countries where fast food restaurants are believed a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able get the same knowledge of lower prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty to the brand.
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