McDonalds and Trademark Progression – Where Next?

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

Launch McDonalds Coffee Shops!

This brand extension will explore and exhaust a whole new potential market where McDonalds’ brand salience and leverage might be fully exploited. McDonalds could be the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and price by holding a distinctive position that appeals to kids and adults alike.

The McD’ Cafes would be ideal in experiencing the coffee cultures that are expanding as well through the globe. These coffee cultures dominated by Starbucks and private cafes attract consumers that pay excessive prices for coffee gain access to the coffee experience. This experience has great commercial opportunities since these consumers convey more in-store time for it to come in contact with (McDonalds) communications and promotions.

Significantly, nowadays people look for fast food restaurants as time-killers on their way for the cinema, take-away, or going back to work. They may be looking for a short-term experience that is fast with excellent service at a reasonable cost.

McD Cafes can be separate entities from the fast-food restaurants but placed near them and also directly near Starbucks locations. Semiotics and also the technique infamous ‘M’ logo allows for immediate recognition, credibility and belief inside the start-up. Except for further differentiation through the fast-food image, the famous ‘red’ theme will be substituted with the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience cafes; so children are not entirely excluded using this adult experience.

McDonalds is renowned for being open until late and their Coffee Shops would thus fulfill the huge consumer demand from club/bar goers and tourists that could take up a brand name that enables these phones enjoy their coffee experience every time they desire.

McDonalds’ vast global reach and prime locations allow for instant worldwide saturation, in addition to their affordable prices in comparison with Starbucks etc would permeate countries where cafes are believed a premium/luxury. Starbucks may offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they can connect to the same knowledge about more affordable prices, better and faster service.

This venture will prove to 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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