What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price through holding a unique position that attracts regardless of how alike.
The McD’ Fast food restaurants could be ideal in experiencing the coffee cultures that are rapidly expanding through the globe. These coffee cultures dominated by Starbucks and cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance of in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look for cafes as time-killers enroute towards the cinema, take-away, or returning to work. They may be looking for a short-term experience that’s fast with excellent service at the fair price.
McD Fast food restaurants will be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo enables for fast recognition, credibility and belief in the startup company. However for further differentiation from your fast-food image, the famous ‘red’ theme would be substituted with the ‘grey/black’ colours which are 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 houses; so kids are not entirely excluded because of this adult experience.
McDonalds is recognized for being open until late and their Coffee houses would thus match the huge consumer demand from club/bar goers and tourists that could buy into a brand name that permits these phones enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their more affordable prices when compared with Starbucks etc would permeate countries where coffee houses are thought a premium/luxury. Starbucks may offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they can connect to the same exposure to affordable 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 belief and loyalty for the brand.
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