McDonalds and Branding Progression – Where Next?

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

Launch McDonalds Coffee houses!

This brand extension will explore and exhaust a new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense and by holding a distinctive position that draws children and grown ups alike.

The McD’ Fast food restaurants can be ideal in making use of the coffee cultures which are expanding as well throughout the globe. These coffee cultures dominated by Starbucks and cafes attract people that pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance in-store time and energy to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people look to coffee shops as time-killers on their way towards the cinema, take-away, or rediscovering the reassurance of work. These are hunting for a short-term experience that’s fast with excellent service at a reasonable price.

McD Coffee Shops will be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo allows for immediate recognition, credibility and belief within the startup company. But also for further differentiation from the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours that are sometimes utilized in certain countries. Also introducing convenient seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee houses; so kids are not entirely excluded using this adult experience.

McDonalds is recognized for being open until late as well as their Cafes would thus match the huge consumer demand from club/bar goers and tourists that would subscribe to a product that permits them to enjoy their coffee experience whenever they desire.

McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their affordable prices when compared 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 houses because they can connect to the same knowledge about more affordable prices, better and faster service.

This venture will add a commercially responsive market and additional worldwide engagement with brand McDonalds that ultimately fortifies the concept and loyalty for the brand.

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