What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds is the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and Value and by holding a distinctive position that appeals to children and grown ups alike.
The McD’ Coffee Shops will be ideal in making use of the coffee cultures which can be expanding as well throughout the globe. These coffee cultures dominated by Starbucks and cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee houses as time-killers enroute to the cinema, take-away, or finding comfort work. They are hunting for a short-term experience that is fast with excellent service from a reasonable price.
McD Cafes can be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo would allow for immediate recognition, credibility and belief within the start-up. Except for further differentiation in the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours that are sometimes utilized in certain countries. Also introducing much more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded using this adult experience.
McDonalds is acknowledged for being open until late as well as their Cafes would thus meet the huge consumer demand from club/bar goers and tourists that might subscribe to a product that enables them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their affordable prices when compared with Starbucks etc would permeate countries where cafes are believed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they are able get the same knowledge of more 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 concept and loyalty towards the brand.
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