Sydney — Global fast food chain McDonald's is
embracing its Australian nickname Down Under, with selected stores
around the country changing their signage on Tuesday to "Macca's."
The world-first change – a temporary measure – comes after a branding
survey commissioned by the hamburger restaurant found that 55 percent of
Australians called the company by its shortened name.
"We've been a part of Australia for over 40 years now and we're
incredibly proud to embrace our 'Australian-only' nickname," said Mark
Lollback, chief marketing officer for McDonald's Australia.
"What better way to show Aussies how proud we are to be a part of the
Australian community than by changing our store signs to the name the
community has given us?"
Lollback said 13
restaurants around the country would change their signage this week as
part of the company's celebrations of Australia Day, which falls on
January 26.
The first stores involved Tuesday were in the southern Sydney suburb of Engadine and an outlet in Queensland's Kangaroo Point.
McDonald's signage will return to each site from early February.
Australia is the only country in the world that refers to McDonald's as
Macca's and the restaurant has formally submitted the word to the
Macquarie Dictionary for consideration in their next update.
The restaurant has said the abbreviation reflects its place in the
Australian community, which has a penchant for jocular nicknames. — Agence France-Presse
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