McDonalds and Brand name Progression – 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 fresh potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds may be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price and by holding a distinctive position that interests children and grown ups alike.
The McD’ Cafes could be ideal in tapping into the coffee cultures which might be rapidly expanding through the entire globe. These coffee cultures covered with Starbucks and also cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because these consumers have more in-store time to be exposed to (McDonalds) communications and promotions.
Significantly, nowadays people turn to coffee shops as time-killers en route towards the cinema, take-away, or returning to work. They’re trying to find a short-term experience which is fast with excellent service at the reasonable cost.
McD Fast food restaurants can 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 will allow for immediate recognition, credibility and belief within the medical. Except for further differentiation from your fast-food image, the famous ‘red’ theme can be replaced by the ‘grey/black’ colours which can be sometimes employed in certain countries. Also introducing much more comfortable seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience coffee houses; so students are not entirely excluded because of this adult experience.
McDonalds is renowned for being open until late and 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 allows them to enjoy their coffee experience whenever they desire.
McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their lower prices when compared with Starbucks etc would permeate countries where coffee houses are considered a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able access the same knowledge about 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 towards the brand.
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