The food industry has changed a lot in the last decade. McDonald’s is one of the fast food chains that decided to embrace the new trends instead of resisting them. With the advent of a new era, McDonald’s considered it is time for a major rebranding phase. Therefore, the company changed the name to its restaurants starting with China for the time being. However, the marketing strategy created large confusion among its Chinese clients.
The Chinese McDonald’s Is Now Called Golden Arches
The global fast-food chain has conducted major changes within the Chinese market. The company changed its brand name from Maindanglao which means McDonald’s to Jingongmen. The latter translates as ‘Golden Arches.’
This rebranding stage refers to the symbol that marks all McDonald’s restaurants. The logo looks like one yellow stick of fries bent in two points. However, the design actually stands for the arches that were ubiquitous in all McDonald’s restaurants at its beginnings. Nonetheless, this distinctive element of architecture got lost with time.
The Rebranding Phase Created Confusion on Social Media
The change better serves the brand of the company than McDonald’s. However, numerous Chinese clients used their social media channels to express their confusion regarding this event.
Most of the reactions on social media are in connection to how strange the new brand name sounds in Chinese. For some, the moniker makes them think of a furniture store and not a reputed fast food location. The uninspired association gives them a funny feeling when tasting the food.
Others commented on McDonald’s rebranding phase as a failed attempt to mark the chain of restaurants as an international presence. Instead, the locations are now recalling them of state-owned companies.
On the other hand, some locals appreciated the message that hides behind the new name. Some social media users recommended the unsatisfied customers to learn more about the background of this company. The best way to do so is to watch the new Hollywood movie ‘The Founder.’
The title hints at McDonald’s Ray Kroc played by Michael Keaton. The story reveals how a simple salesman managed to turn a local project into an international business within the fast food industry. The film is the best way to find out why the company changed its brand into Golden Arches.
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