What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and cost by holding a unique position that appeals to kids and adults alike.
The McD’ Coffee houses could be ideal in utilizing the coffee cultures which are rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and cafes attract individuals who 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 and energy to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers on their way on the cinema, take-away, or finding comfort work. They may be looking for a short-term experience which is fast with excellent service from a fair price.
McD Coffee houses would be separate entities through the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo allows for fast recognition, credibility and belief in the start-up. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing more comfortable seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience coffee houses; so youngsters are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late in addition to their Cafes would thus match the huge consumer demand from club/bar goers and tourists that would take up a brandname that allows the crooks to enjoy their coffee experience every time they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, along with their lower prices compared to Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they are able connect to the same knowledge about 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 belief and loyalty towards the brand.
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