McDonalds and Brand name Progress – Where Next?
What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Cafes!
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 price by holding a unique position that appeals to regardless of how alike.
The McD’ Cafes can be ideal in experiencing the coffee cultures that are growing rapidly through the entire globe. These coffee cultures covered with Starbucks and also cafes attract individuals who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these consumers have an overabundance in-store time for it to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to cafes as time-killers on their way on the cinema, take-away, or finding comfort work. These are trying to find a short-term experience that is fast with excellent service in a reasonable cost.
McD Coffee Shops would be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics and also the utilisation of the infamous ‘M’ logo allows for immediate recognition, credibility and belief from the startup company. Nevertheless for further differentiation in the fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee shops; so kids are not entirely excluded because of this adult experience.
McDonalds is known for being open until late along with their Fast food restaurants would thus satisfy the huge consumer demand from club/bar goers and tourists that could buy into a brand name that permits them to enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their more affordable prices when compared with Starbucks etc would permeate countries where coffee houses are thought 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 connect to the same exposure to lower prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty to the brand.
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