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 is the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and expense and by holding a distinctive position that draws children and grown ups alike.
The McD’ Cafes can be ideal in tapping into the coffee cultures that are growing during 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 as these consumers convey more in-store time for it to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out cafes as time-killers on their way towards the cinema, take-away, or finding comfort work. They are hunting for a short-term experience that is fast with excellent service in a reasonable cost.
McD Coffee Shops will be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo enables for fast recognition, credibility and belief within the start-up. However for further differentiation through the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience coffee shops; so youngsters are not entirely excluded using this adult experience.
McDonalds is renowned for being open until late along with their Coffee houses would thus match the huge consumer demand from club/bar goers and tourists that will buy into a brand name which allows the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their less expensive costs in comparison to Starbucks etc would permeate countries where coffee shops are viewed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes because they can connect to the same experience with lower 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 for the brand.
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