McDonalds and organisation Development – Where Next?
What business should a mega-brand like McDonald’s go into next?
Launch McDonalds Fast food restaurants!
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
through a rigorous system of Quality, Service, Cleanliness and expense by holding a distinctive position that appeals to regardless of how alike.
The McD’ Coffee Shops could be ideal in tapping into the coffee cultures which might be growing through the entire globe. These coffee cultures dominated by Starbucks and cafes attract people who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance of in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people look to coffee houses as time-killers enroute for the cinema, take-away, or returning to work. They’re searching for a short-term experience that is fast with excellent service in a reasonable cost.
McD Fast food restaurants could be separate entities from 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 immediate recognition, credibility and belief inside the startup company. Nevertheless for further differentiation from the fast-food image, the famous ‘red’ theme could be replaced by the ‘grey/black’ colours which are 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 cafes; so kids are not entirely excluded out of this adult experience.
McDonalds is acknowledged for being open until late in addition to their Coffee houses would thus satisfy the huge consumer demand from club/bar goers and tourists that might take up a brand that enables these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their more affordable prices when compared with Starbucks etc would permeate countries where coffee houses are considered a premium/luxury. Starbucks offer expertise and much better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they can access the same knowledge about 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 on the brand.
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