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

Launch McDonalds Cafes!

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

The McD’ Coffee Shops would be ideal in experiencing the coffee cultures which can be rapidly expanding through the entire globe. These coffee cultures dominated by Starbucks and cafes attract individuals who pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers have an overabundance of in-store time for it to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people check out fast food restaurants as time-killers enroute on the cinema, take-away, or going back to work. These are trying to find a short-term experience which is fast with excellent service in a fair price.

McD Coffee houses will be separate entities from the fast-food restaurants but placed near them and in addition directly near Starbucks locations. Semiotics along with the technique infamous ‘M’ logo would allow for fast recognition, credibility and belief from the startup company. Nevertheless for further differentiation from your fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded out of this adult experience.

McDonalds is acknowledged for being open until late as well as their Coffee Shops would thus match the huge consumer demand from club/bar goers and tourists that could adopt a product which allows these to enjoy their coffee experience when they desire.

McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, along with their less expensive costs when compared with Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes because they can connect to the same exposure to 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 belief and loyalty towards the brand.

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