Surely everyone must know or has been to McDonald once in their lifetime. They are known as selling burgers and fries for many years with attractive prices. In recent years, McDonald has introduced a new brand similar to Starbucks called McCafe by expanding beverage platform that mainly specialize in coffee and cakes into Canada. They are trying to absorb a greater share of beverage market.

By creating a new brand McCafe brings McDonald to step in a new stage /era, but at the same time, the old image – quick – service restaurant arena is still being kept. From MaCafe case, we learn that the continue expansion can lead to a company success due to their breakthrough to the new market and at the same time retain their main role. By doing this, the company will not be eliminated easily by other competitors. Also sometimes from the basic field, it will be easily expanded by making use of the good and old foundation. This may lead to a low cost with a less risk at the same time. Every success must have their behind reasons, and not just by luck such as McCafe.

Citation:

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