What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value by holding an original position that attracts kids and adults alike.
The McD’ Coffee houses would be ideal in utilizing the coffee cultures which might be growing through the globe. These coffee cultures dominated by Starbucks and cafes attract individuals who pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for cafes as time-killers on their way on the cinema, take-away, or going back to work. These are hunting for a short-term experience which is fast with excellent service at a reasonable cost.
McD Coffee Shops will be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and the technique infamous ‘M’ logo enables for fast recognition, credibility and belief from the new venture. Nevertheless for further differentiation in the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours that are sometimes employed in certain countries. Also introducing more at ease seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so youngsters are not entirely excluded because of this adult experience.
McDonalds is known for being open until late as well as their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that might subscribe to a brand that allows them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their lower prices when compared with Starbucks etc would permeate countries where coffee houses are considered a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops as they possibly can connect to the same experience with lower prices, better and faster service.
This venture create 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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