McDonald's rebrands to Macca's in Australia

The international fast food giant will temporarily change signs at selected stores across the country to the affectionate Australian nickname for the chain, in celebration of Australia Day, which falls on January 26 – a move that is its first such globally.

“We’re incredibly proud to embrace our ‘Australian-only’ nickname,” said Mark Lollback, the company’s chief marketing officer in Australia, in a statement on Tuesday.

“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?”

Surveys have showed at least 50pc of Australians use the nickname.

Thirteen stores will change their store signage this week, starting from the state of New South Wales on Tuesday, the company said.

McDonald’s signage will return to each site from early February.

According to a national survey, “Macca’s” is the second most recognized Australianism, just behind “footy” for Australian rules football.

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.

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