What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and expense through holding a distinctive position that interests regardless of how alike.
The McD’ Cafes could be ideal in experiencing the coffee cultures which are rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look for cafes as time-killers on their way to the cinema, take-away, or going back to work. They may be trying to find a short-term experience that is certainly fast with excellent service at the reasonable cost.
McD Fast food restaurants would be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics as well as the standby time with the infamous ‘M’ logo will allow for fast recognition, credibility and belief from the start-up. However for further differentiation from your fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing more comfortable seating with kid’s areas taps into the parents-accompanying-kids market that rarely experience cafes; so students are not entirely excluded using this adult experience.
McDonalds is known for being open until late and their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that would subscribe to a brand name which allows these phones enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their affordable prices compared to Starbucks etc would permeate countries where cafes 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 because they can get the same knowledge of affordable prices, better and faster service.
This venture create 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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