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

Launch McDonalds Cafes!

This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and cost and also by holding a unique position that draws kids and adults alike.

The McD’ Coffee Shops can be ideal in experiencing the coffee cultures which are rapidly expanding through the globe. These coffee cultures dominated by Starbucks and cafes attract consumers that pay excessive prices for coffee to view the coffee experience. This experience has great commercial opportunities since these consumers have more in-store time for you to come in contact with (McDonalds) communications and promotions.

Significantly, nowadays people look for fast food restaurants as time-killers enroute on the cinema, take-away, or returning to work. They’re hunting for a short-term experience which is fast with excellent service from a reasonable cost.

McD Coffee houses could be separate entities from your fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics as well as the utilisation of the infamous ‘M’ logo will allow for immediate recognition, credibility and belief from the medical. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme will be replaced by the ‘grey/black’ colours which might be sometimes found 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 students are not entirely excluded because of this adult experience.

McDonalds is recognized for being open until late and their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that could buy into a brand that allows the crooks to enjoy their coffee experience if he or she desire.

McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, as well as their less expensive costs in comparison to Starbucks etc would permeate countries where coffee shops are viewed a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee houses as they can access the same experience with 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 assumption and loyalty to the brand.

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