Imagine if for one month, the golden arches at McDonald's no longer used the company's name, but instead shortened it to the popular Mickey D's. That's what the chain has done in Australia to celebrate its 40 years of serving up burgers there.
A total of 13 McDonald's in the country have gotten new signage designating them as Macca's, Australians' nickname for the chain. According to an Australian Times report, McDonald's consumer research found that 55 percent of Aussies regularly refer to the chain as Macca's.
"We're incredibly proud to embrace our 'Australian-only' nickname," said Mark Lollback, the company's chief marketing officer in Australia, in a statement.
"What better way to show Aussies how proud we are to be a part of the Australian community than change our store signs to the name the community has given us?"
"I think it's great recognition of what Australians think about McDonald's," Glenmore Park licensee Ian Garton told the Penrith Press. "We give nicknames to everything and we came up with Macca's."
McDonald's is known for fiercely protecting its brand image so the Macca's derivation is an anomaly. The nickname signs will stay up until Feb. 4.
"I wouldn't mind leaving them up for a bit longer," Mr. Garton said.
How effective would a Macca's-like promotion be for McDonald's in the U.S?