What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may 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 draws adults and kids alike.
The McD’ Coffee Shops would be ideal in tapping into the coffee cultures that are rapidly expanding through the globe. These coffee cultures dominated by Starbucks and personal cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance of in-store time for it to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for coffee houses as time-killers on their way on the cinema, take-away, or finding comfort work. They are trying to find a short-term experience that’s fast with excellent service at the reasonable cost.
McD Fast food restaurants 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 will allow for fast recognition, credibility and belief from the start-up. Except for further differentiation from your fast-food image, the famous ‘red’ theme can be substituted with 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 students are not entirely excluded from this adult experience.
McDonalds is recognized for being open until late in addition to their Fast food restaurants would thus satisfy the huge consumer demand from club/bar goers and tourists that might adopt a product that enables them to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, in addition to their affordable prices when compared with Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they are able connect to the same exposure to affordable prices, better and faster service.
This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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