McDonalds and Brand Progress – Where Next?

What business should a mega-brand like McDonald’s enter into next?

Launch McDonalds Cafes!

This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and Value and also by holding an original position that interests children and grown ups alike.

The McD’ Cafes could be ideal in experiencing the coffee cultures that are growing during the entire globe. These coffee cultures covered with Starbucks and cafes attract people that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time for you to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out coffee houses as time-killers on their way to the cinema, take-away, or finding comfort work. These are looking for a short-term experience that is fast with excellent service from a reasonable price.

McD Coffee houses will be separate entities in the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo allows for immediate recognition, credibility and belief in the new venture. But also for further differentiation in the fast-food image, the famous ‘red’ theme could be replaced by 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 fast food restaurants; so youngsters are not entirely excluded from this adult experience.

McDonalds is acknowledged for being open until late along with their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that could take up a product that permits them to enjoy their coffee experience if he or she desire.

McDonalds’ vast global reach and prime locations enable instant worldwide saturation, as well as their lower prices when compared with Starbucks etc would permeate countries where coffee shops are considered 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 are able connect to the same experience with less expensive costs, better and faster service.

This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty towards the brand.

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