Why did McDonald s change its name to Golden Arches? Is it grounded?

If you want to be down-to-earth, in fact, the name McDonald's itself is already very down-to-earth. Isn't "if you want to eat wheat, you should work" not down-to-earth?

In fact, the main reason why McDonald's changed its name to Golden Arches this time is because of the change of ownership of McDonald's catering business in China.

In January 2017, three companies under CITIC Group, including CITIC Shares, CITIC Capital, and Carlyle Investments, established a new operating company with McDonald's. Among the new companies, CITIC and CITIC Capital hold a combined 52% stake, Carlyle Investments holds 28% and McDonald's holds 20%.

Subsequently, the newly formed company formally acquired McDonald's operations in Chinese mainland and Hong Kong for $100 million** and assumed the franchise rights. In July 2017, McDonald's (China) fully handed over its operations in Chinese mainland and Hong Kong to the new company. So far, in the next 20 years, the owners behind all McDonald's stores operating in mainland China and Hong Kong have been replaced by Chinese-funded enterprises.

In China's traditional culture, it has always been important to pay attention to "justifying the name", and one of the most important contents of the so-called "change of dynasty" is to change the name. It's like Zhu Yuanzhang can't continue to call his country "Dayuan" after conquering the country, nor can he restore the previous "Da Song" national name, but want to start a new way to call "Da Ming".

Now the newly established company has taken over the business of McDonald's (China), and it is not impossible to continue to call it "McDonald's China Management ****", but after all, there is a little bit of unjustifiable meaning, and it cannot be proved that the new company is no longer the original McDonald's (China), but a brand-new company representing the image of Chinese enterprises.

But to completely put aside the brand and history of McDonald's, from a business point of view, it is completely harmful and not beneficial. Therefore, in the end, the result of the trade-off between all parties is to change the name of the new operating company from "McDonald's China Management ****" to "Golden Arches China Management ****", and this name change is only limited to the national enterprise credit information publicity system and other license level, McDonald's store name, food safety standards, operation processes, etc. will remain unchanged, and there will not be a situation where all the "McDonald's" restaurants on the street will become "Golden Arches" restaurants overnight.

The choice of the name "Golden Arches" is also the result of this balance of all parties. The logo first adopted by McDonald's in 1961 is a golden arch, and the signature of the McDonald's restaurant is a double illuminated arch that runs from the front of the restaurant to the back of the restaurant.

The choice of the predecessor of the McDonald's logo as the name of the new company emphasizes the new company's inheritance of the McDonald's brand as always, and on the other hand, emphasizes the difference between itself as a new company and the original McDonald's (China) company.

To be honest, this is indeed a bit of Zhu Yuanzhang's original choice of the country name: it not only emphasizes that he has restored the inheritance of the Han people's ** regime since the "Song Dynasty", but also chooses the new country name "Ming" from scratch.

Killing two birds with one stone is actually extremely clever.

On October 12, McDonald's China quietly changed its name to Golden Arches, and after ** reports, it quickly became a hot topic on the Internet because of its strong local flavor. The reason for the name change is also the focus of everyone's attention, but McDonald's did not respond, only saying that it was changed due to business needs.

But to be honest, the name Golden Arches is really down-to-earth, there are cultural factors in the image of the Golden Arches among the Chinese people, and on the other hand, we can guess that McDonald's is ready to expand the Chinese market.

, the origin of the Golden Arches Company

In August, China McDonald's completed the transaction with CITIC and Carlyle and established a new company, the new company McDonald's accounted for 20% of the shares, Carlyle Investment accounted for 28%, and the remaining 52% belonged to CITIC, so the owners of 2500 McDonald's restaurants in Chinese mainland and 240 McDonald's restaurants in Hong Kong became CITIC, and the new company was renamed two months after its establishment, that is, we are familiar with "Golden Arches", the full name is "Golden Arches (China)****".

, an important symbol of sinicization

Why did McDonald's China do so well, and why did it set up a new one? This starts with its rival, KFC. KFC officially established a Chinese company through the spin-off of its parent company, Yum Group, in China, and unlike the previous "localization", this time Yum China's decision-making level is no longer the United States, but China.

After the "sinicization", KFC has continuously invited many celebrities to participate in advertising shooting, shifting from brand-oriented to sales-oriented, and I have to say that the effect is also obvious. Compared with McDonald's advertisements, which rarely appear, KFC advertisements can be said to be seamless.

and competition in the Chinese market

Globally, KFC's sales are indeed not as good as McDonald's, but in terms of the Chinese market, KFC is currently far ahead. According to data provided to Curiosity** by Euromonitor, KFC accounted for twice as much of the Chinese chain restaurant market in 2016 as McDonald's, with a share of and .

Such a market share gap has made McDonald's Chinese companies anxious, knowing that the Chinese market has unlimited potential, and whoever has the advantage may reverse the global situation. Therefore, McDonald's hurriedly signed cooperation agreements with domestic Evergrande and CITIC Corporation, intending to open more than 2,000 new stores in the next five years.

Therefore, the appearance of the Golden Arches is not only to be more down-to-earth, I think this is also a sign of McDonald's competition in the Chinese market, and it can even be said that it is a determination to include the Chinese market in their core market scope.

Here's why:McDonald's changed its name to Golden Arches.

Because McDonald's Stupid Lu Pants Corporation's equity in the Chinese management company is less than the absolute control ratio, in order to prevent other people from treating the company as a subsidiary of McDonald's, and McDonald's original name is Golden Arches, and the name change will not affect normal sales.

Golden Arches' corporate headquarters is located in Shanghai, China.

Founded in 1993, it was officially renamed Golden Arches in 2017 and changed the brand packaging to the shape of Golden Arches.

Moreover, Golden Arches is the original name of McDonald's, and changing the company to Golden Arches can not only show consumers the difference between the two stores, but also reflect the relationship between the brands.

The Golden Arch refers to McDonald's, and the symbol of the golden arch shape of McDonald's has a famous nickname in the West - Golden Arch, which literally translates to "Golden Arch".

McDonald's (China) **** only sales.

It has been officially renamed as Golden Arches (China) **** on October 12, 2017.

Its local branches are also changing their names one after another.

The relationship between Golden Arches and McDonald's is that Golden Arches is the name of McDonald's in Chinese companies. On October 12, 2017, McDonald's (China) **** officially changed its name to Golden Arches (China)****. The reason for this name change is based on McDonald's cooperation with CITIC Shares, CITIC Capital and The Carlyle Group.

McDonald's is a global multinational restaurant chain, founded in Chicago in 1955, the founders are the McDonald's brothers and Ray Kroc, McDonald's brothers refer to Dick McDonald's and Mark McDonald's. McDonald's restaurant Grip Bridge mainly sells hamburgers, fried chicken, fries, soft drinks, salads and other fast foods, and has branches in hundreds of countries around the world, involving a wide range, and McDonald's also represents an American lifestyle in many countries. Click here to learn more about the franchise program.

The Golden Arch refers to McDonald's, and the symbol of the golden arch shape of McDonald's has a famous nickname in the West - Golden Arch, which literally translates to "Golden Arch".

McDonald's (China) **** has officially changed its name to Golden Arches (China) **** on October 12, 2017, and its local branches are also changing their names one after another.

McDonald's China was acquired by China.

CITIC announced at noon on Friday that it referred to the voluntary announcement made on January 9, 2017, that CITIC, CITICCAPITALCHINAPARTNERSIII, and CarlyleasiaPartnersiv intend to acquire controlling interests in McDonald's Chinese mainland and Hong Kong operations through indirect non-wholly owned subsidiaries of the company.

The Board announced that all conditions precedent have been met, regulatory approvals have been obtained for the acquisition and closing on July 31, 2017. It will be the largest McDonald's franchise outside the U.S., with the partners operating and managing McDonald's approximately 2,700 restaurants in Chinese mainland and Hong Kong.

According to the announcement, McDonald's entered the Chinese mainland market in 1990, and China is the third largest market for McDonald's in the world and the fastest growing market for McDonald's in the world.

By the end of 2016, there were more than 2,400 McDonald's restaurants in Chinese mainland with more than 120,000 employees. In 2016, McDonald's restaurants in Chinese mainland served more than 1 billion customers.