McDonalds and company Progression – Where Next?

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

Launch McDonalds Coffee Shops!

This brand extension will explore and exhaust a fresh potential market where McDonalds’ brand salience and leverage could be fully exploited. McDonalds may be the leader in satisfying customer’s needs
via a rigorous system of Quality, Service, Cleanliness and Value and also by holding an exceptional position that draws adults and kids alike.

The McD’ Cafes would be ideal in tapping into the coffee cultures that are rapidly expanding during the entire globe. These coffee cultures covered with Starbucks and cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities as these consumers convey more in-store time for it to come in contact with (McDonalds) communications and promotions.

Significantly, nowadays people turn to fast food restaurants as time-killers en route on the cinema, take-away, or returning to work. These are trying to find a short-term experience that is fast with excellent service in a fair price.

McD Coffee Shops could be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics as well as the technique infamous ‘M’ logo will allow for fast recognition, credibility and belief inside the new venture. Nevertheless for further differentiation through the fast-food image, the famous ‘red’ theme will 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 fast food restaurants; so students are not entirely excluded because of this adult experience.

McDonalds is known for being open until late as well as their Coffee Shops would thus meet the huge consumer demand from club/bar goers and tourists that might adopt a brand that enables these to enjoy their coffee experience when they desire.

McDonalds’ vast global reach and prime locations enable instant worldwide saturation, and their affordable prices in comparison to Starbucks etc would permeate countries where cafes are considered a premium/luxury. Starbucks offer expertise and better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able get the same experience with less expensive costs, better and faster service.

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

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