McDonalds and Branding Advancement – 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 new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds could be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and expense and also by holding a distinctive position that appeals to regardless of how alike.

The McD’ Coffee Shops will be ideal in tapping into the coffee cultures which might be growing rapidly during the entire globe. These coffee cultures covered with Starbucks and personal cafes attract people who pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities because they consumers have more in-store time for you to be exposed to (McDonalds) communications and promotions.

Significantly, nowadays people look for coffee houses as time-killers en route towards the cinema, take-away, or finding comfort work. They are searching for a short-term experience which is fast with excellent service in a reasonable cost.

McD Cafes can be separate entities in the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo allows for immediate recognition, credibility and belief in the new venture. Except for further differentiation in the fast-food image, the famous ‘red’ theme can be substituted with the ‘grey/black’ colours which might be sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps in the parents-accompanying-kids market that rarely experience fast food restaurants; so kids are not entirely excluded because of this adult experience.

McDonalds is known for being open until late and their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that could adopt a product that enables these to enjoy their coffee experience if he or she desire.

McDonalds’ vast global reach and prime locations accommodate instant worldwide saturation, and their affordable prices compared to Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks may offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they are able connect to the same knowledge of 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 to the brand.

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