McDonald’s is changing its name to “Macca's,” the Australian-only nickname for the much-loved fast-food chain. The change will be a temporary but important change for the 13 stores in Australia. It’s how McDonald's says it’s saying “Thanks for the loving,” as well as helping the country celebrate Australia Day. Surveys show 50 percent of the country uses the Macca name.
This temporary move is more than a tip of the hat to Australia Day. It’s a great way to measure localized response to product changes (for you and me, a town would be consider localized; for McDonald's, a country is consider localized). It’s sort of like McDonald's changing its name here in the U.S. to “Mickie D’s” or “The Golden Arches Steakhouse” for a month. Don’t be surprised if sustained, increased sales result in wider rollouts of Macca’s next Australia Day. Lesson: Don’t just appreciate your customers. Show, not just tell, them you love their love and you support their support!
Read the full article at Reuters.
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