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 brand new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and cost and also by holding a distinctive position that interests adults and kids alike.
The McD’ Fast food restaurants will be ideal in utilizing the coffee cultures which are rapidly expanding through the globe. These coffee cultures covered with Starbucks and personal cafes attract people that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers enroute on the cinema, take-away, or returning to work. They’re searching for a short-term experience which is fast with excellent service in a reasonable cost.
McD Fast food restaurants will be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief from the new venture. But also for further differentiation in the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing more at ease seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so students are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late along with their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that would subscribe to a brand name 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 to Starbucks etc would permeate countries where coffee shops are considered a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they can connect to the same knowledge about more affordable prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty towards the brand.
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