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McDonald's Appeals to Aussie Pride With Macca's Rebrand in Australia

Posted by Mark J. Miller on January 8, 2013 11:55 AM

Mickey D’s, the Golden Arches, McD's, McDonaldos, Macca's. McDonald’s has plenty of nicknames worldwide, but you’ll never roll up to a franchise of the 72-year-old brand and find any of them on the restaurant’s official sign.

After all, the company has entered into plenty of trademark suits in attempts to protect its name. It lost a fight against Malaysia’s McCurry in 2009, but won its battle against the Philippines’ MacJoy. In the ’90s, thanks to the work of the McDonald’s legal team, San Francisco coffee shop owner Kathleen McCaughey had to change the name McCoffee even though it had existed with that name for 17 years. But McDonald’s is still thwarted in the Cayman Islands, thanks to a local entrepreneur's MacDonald's Family Restaurant there.

Even while its lawyers are busy protecting the brand name and trademarks, the corporation is letting its Australian team have a bit of fun with the name. The brand is affectionately called Macca’s Down Under, and the company has decided to adopt the nickname officially on signs at 13 outlets, on social media and in its advertising for a limited promotion that kicks off today and runs through Feb. 4th.

The decision was inspired, as AFP reports, by a market survey found that 55 percent of Australians refer to McDonald’s, which launched in Sydney's Yagoona suburb in 1971, as Macca’s.

"We've been a part of Australia for over 40 years now and we're incredibly proud to embrace our 'Australian-only' nickname," commented 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?"

As part of the promotion McDonald's Australia has been localizing its menu and appealing to that famed Aussie pride in the lead-up to Australia Day (a public holiday celebrated this year on Jan. 26th), as you can see below:

Macca's "Aussie range" limited-time menu is a nod to Australian national pride and comfort food: lamb burgers, a two-sausage breakfast patty sandwich (aka a "brekkie roll"), and (in shades of America's McRib fever) the return of the McOzzie, Ozzie, Ozzie Burger (a play on Australia's famed "Aussie, Aussie Aussie ... Oy, oy, oy!" cheer by sports fans).

There's even a McFlurry that incorporates the country's beloved Pavlova dessert (you might call it a McPav) and passion fruit added to frozen Fanta McFloats — not to mention Macca's spin on traditional fish and chips:

Even One Direction is in on the promo, with a special Macca's banner promoting its world tour down under:


Sydneysider Australia says:

I've yet to try Macca's new Aussie menu, but can tell you that traditional "tucker" would include witchetty grubs and kangaroo meat!

January 8, 2013 12:38 PM #

Dan T. United States says:

I think this is a great idea. I love the flexibility McDonald's has given their Australian team and believe it makes a great connection with the consumer.

January 8, 2013 12:48 PM #

Cara Benson United Kingdom says:

It's breezy, cheeky and fun, just like the Aussies, so a smart move, though I'm curious to see if they really pulled off a Pavlova (no mean feat to make properly...)

January 9, 2013 09:59 PM #

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