McDonalds and Branding Advancement – Where Next?
What business should a mega-brand like McDonald’s enter next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and price by holding a distinctive position that draws regardless of how alike.
The McD’ Coffee Shops can be ideal in tapping into the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and also cafes attract people that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have more in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers en route on the cinema, take-away, or rediscovering the reassurance of work. These are searching for a short-term experience that is certainly fast with excellent service at the reasonable cost.
McD Fast food restaurants can be separate entities in the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief in the new venture. However for further differentiation from the fast-food image, the famous ‘red’ theme would be replaced by the ‘grey/black’ colours which might be sometimes utilized in certain countries. Also introducing more at ease seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience fast food restaurants; so children are not entirely excluded because of this adult experience.
McDonalds is recognized for being open until late and their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that would buy into a brand name that allows them to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, along with their lower prices in comparison to Starbucks etc would permeate countries where coffee shops are considered a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they are able 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 assumption and loyalty for the brand.
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