What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value and by holding a unique position that appeals to children and grown ups alike.
The McD’ Cafes can be ideal in experiencing the coffee cultures which might be expanding as well during the entire globe. These coffee cultures covered with Starbucks and private cafes attract consumers that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance of in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to cafes as time-killers en route for the cinema, take-away, or going back to work. These are searching for a short-term experience that’s fast with excellent service at the reasonable cost.
McD Fast food restaurants could be separate entities through the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo would allow for immediate recognition, credibility and belief inside the new venture. But also for further differentiation from your fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which are sometimes found 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 from this adult experience.
McDonalds is renowned for being open until late and their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that would subscribe to a brand name that permits the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, as well as their lower prices compared to Starbucks etc would permeate countries where coffee shops are thought a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can access the same experience with lower prices, better and faster service.
This venture will prove to add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty for the brand.
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