McDonalds and Brand name Growth – Where Next?
What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage might 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 a distinctive position that appeals to regardless of how alike.
The McD’ Coffee Shops could be ideal in tapping into the coffee cultures that are growing rapidly throughout the globe. These coffee cultures dominated by Starbucks and private cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to cafes as time-killers en route on the cinema, take-away, or returning to work. They’re searching for a short-term experience that’s fast with excellent service at the reasonable price.
McD Coffee houses will be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics and the utilisation of the infamous ‘M’ logo enables for immediate recognition, credibility and belief within the new venture. But also for further differentiation through the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded from this adult experience.
McDonalds is acknowledged for being open until late and their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that might buy into a brandname that enables these phones enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their more affordable prices in comparison with Starbucks etc would permeate countries where fast food restaurants are believed a premium/luxury. Starbucks may offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses because they can access the same knowledge about less expensive costs, 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 concept and loyalty towards the brand.
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