McDonalds and Brand Development – Where Next?
What business should a mega-brand like McDonald’s enter into next?
Launch McDonalds Coffee houses!
This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds will be the leader in satisfying customer’s needs
by having a rigorous system of Quality, Service, Cleanliness and cost through holding a unique position that attracts adults and kids alike.
The McD’ Cafes would be ideal in utilizing the coffee cultures that are expanding as well through the globe. These coffee cultures dominated by Starbucks and also cafes attract people who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities as these consumers have more in-store time for you to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee shops as time-killers enroute to the cinema, take-away, or going back to work. These are trying to find a short-term experience that is certainly fast with excellent service in a fair price.
McD Fast food restaurants can be separate entities in the fast-food restaurants but placed near them plus directly near Starbucks locations. Semiotics along with the use of the infamous ‘M’ logo enables for fast recognition, credibility and belief within the new venture. But also for further differentiation from the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing more at ease seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee houses; so children are not entirely excluded out of this adult experience.
McDonalds is renowned for being open until late and their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that will subscribe to a brand that permits these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, along with their more affordable prices in comparison with Starbucks etc would permeate countries where cafes are thought a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds coffee shops because they can get the same knowledge of lower prices, better and faster service.
This venture include a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the idea and loyalty to the brand.
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