What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value by holding an original position that attracts adults and kids alike.
The McD’ Coffee Shops could be ideal in experiencing the coffee cultures which can be expanding as well through the entire 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 because they consumers have an overabundance of in-store time and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to fast food restaurants as time-killers on their way towards the cinema, take-away, or rediscovering the reassurance of work. They are trying to find a short-term experience which is fast with excellent service in a fair price.
McD Fast food restaurants would be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief within the medical. But also 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 more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded using this adult experience.
McDonalds is acknowledged 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 could adopt a brand that permits these phones enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, in addition to their more affordable prices compared to Starbucks etc would permeate countries where cafes are viewed a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they can get the same experience with less expensive costs, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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