What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a fresh 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 expense by holding an exceptional position that interests adults and kids alike.
The McD’ Cafes could be ideal in tapping into the coffee cultures which are rapidly expanding through the 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 to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers on their way to the cinema, take-away, or going back to work. They’re searching for a short-term experience that’s fast with excellent service at a fair price.
McD Coffee houses will be separate entities from your fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the utilisation of the infamous ‘M’ logo enables for fast recognition, credibility and belief from the new venture. Except for further differentiation through the fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which can be sometimes used in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so students are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that would adopt a product which allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, and their less expensive costs in comparison with Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they possibly can access the same knowledge about lower prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty for the brand.
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