McDonalds and company Progression – Where Next?
What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price by holding a unique position that appeals to children and grown ups alike.
The McD’ Coffee Shops will be ideal in utilizing the coffee cultures which are growing rapidly during the entire globe. These coffee cultures covered with Starbucks and personal cafes attract people who pay excessive prices for coffee to view 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 turn to coffee houses as time-killers enroute to the cinema, take-away, or going back to work. They are hunting for a short-term experience that is fast with excellent service at the fair price.
McD Fast food restaurants can be separate entities through the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo allows for fast recognition, credibility and belief from the startup company. But also for further differentiation from the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which are sometimes utilized in certain countries. Also introducing more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee shops; so students are not entirely excluded because of this adult experience.
McDonalds is recognized for being open until late and their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that will subscribe to a brandname that allows these to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, and their more affordable prices compared to 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 coffee houses as they possibly can connect to the same exposure to more affordable prices, better and faster service.
This venture create a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty for the brand.
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