McDonalds and Brand name Progression – Where Next?

What business should a mega-brand like McDonald’s get into next?

Launch McDonalds Cafes!

This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and price and by holding an original position that appeals to kids and adults alike.

The McD’ Coffee houses will be ideal in utilizing the coffee cultures which can be growing rapidly through the entire globe. These coffee cultures dominated by Starbucks and personal cafes attract people that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance of in-store time and energy to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out coffee houses as time-killers on their way on the cinema, take-away, or returning to work. They may be hunting for a short-term experience that is certainly fast with excellent service at the reasonable cost.

McD Cafes would be separate entities through the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics as well as the technique infamous ‘M’ logo allows for fast recognition, credibility and belief from the medical. However 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 convenient seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded because of this adult experience.

McDonalds is renowned for being open until late along with their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that will adopt a product that allows these to enjoy their coffee experience if he or she desire.

McDonalds’ vast global reach and prime locations enable instant worldwide saturation, in addition to their affordable prices compared to Starbucks etc would permeate countries where coffee shops are viewed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they can access the same experience with 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 concept and loyalty towards the brand.

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