McDonald’s is not a new brand in people’s eyes—the world’s largest restaurant chain. However, its new brand McCafé successful enters the coffee market.
At first, McDonald’s suffered a significant economic issue. In order to increase the economic income, the first McCafé was launched in Melbourne in 1993. Meanwhile, McDonald’s use this chance to change its brand position. McDonald’s is a affordable luxury café restaurant not just selling junk food, which has same market share with Starbucks, keuring Green Mountain, and Dunkin’ Brands.
Why McCafé could entre the coffee market successful?
I think the reason is the concepts.
As Seelert el at. mention, we should realize what is consumers want to buy and why they want to believe what we say.
McCafé focus on their objective—consumers. Also, they know what consumers want: healthy food. They aggressive menus update, using the nutritional beverages or coffee products to attach consumers’ eyes. Moreover, they change the decoration of McCafé. Even if they share the same entrance with McDonald’s, McCafé offers the big couches, upscale tables, Wi-Fi, and well-managed staff.
I believe brands must have own successful reason. Like McCafé, they know what consumers want, and they can offer popular products for consumers. I think the successful brand must realize their brand positioning, consumers’ buying behaviour and this market. Only in this way, we could promote a brand successful.
This is a advertising describing the luxury concept of McCafé.
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