What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Fast food restaurants!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and cost and also by holding a distinctive position that interests adults and kids alike.
The McD’ Coffee houses will be ideal in experiencing the coffee cultures which are growing through the entire globe. These coffee cultures covered with Starbucks and private cafes attract people who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers have an overabundance in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers en route on the cinema, take-away, or rediscovering the reassurance of work. They are searching for a short-term experience which is fast with excellent service at a reasonable cost.
McD Coffee houses would be separate entities from your fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics and the standby time with the infamous ‘M’ logo would allow for immediate recognition, credibility and belief from the new venture. Except for further differentiation from the fast-food image, the famous ‘red’ theme would be substituted with 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 fast food restaurants; so youngsters are not entirely excluded because of this adult experience.
McDonalds is recognized for being open until late in addition to their Coffee houses would thus meet the huge consumer demand from club/bar goers and tourists that will adopt a product that allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their less expensive costs in comparison to Starbucks etc would permeate countries where coffee houses are thought 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 connect to the same knowledge of affordable prices, better and faster service.
This venture will prove to add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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