What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and price through holding a distinctive position that appeals to regardless of how alike.
The McD’ Fast food restaurants will be ideal in utilizing the coffee cultures that are growing through the entire globe. These coffee cultures covered with Starbucks and also cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because they consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to cafes as time-killers on their way on the cinema, take-away, or going back to work. These are searching for a short-term experience that is fast with excellent service at the fair price.
McD Coffee Shops could be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics as well as the utilisation of the infamous ‘M’ logo enables for immediate recognition, credibility and belief from the start-up. But also for further differentiation through the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which are sometimes used in certain countries. Also introducing more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded from this adult experience.
McDonalds is recognized for being open until late and their Coffee Shops would thus satisfy the huge consumer demand from club/bar goers and tourists that could subscribe to a brand which allows them to enjoy their coffee experience if he or she 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 cafes are considered a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can access the same knowledge about affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the belief and loyalty to the brand.
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