McDonald’s Appeals to Aussie Pride with Macca’s rebrand in Australia
In January 2013, fast food chain McDonald’s let its Australian team have a bit of fun with the name. The brand is affectionately called Macca’s Down Under, and the company has decided to adopt the nickname officially on signs at 13 outlets, which McDonald’s had never done in any other countries before, and also on social media and in its advertising and promotions.
The decision was inspired, as AFP reports, by a market survey found that 55 percent of Australians refer to McDonald’s, which launched in Sydney’s Yagoona suburb in 1971, as Macca’s.
“We’ve been a part of Australia for over 40 years now and we’re incredibly proud to embrace our ‘Australian-only’ nickname,” commented Mark Lollback, chief marketing officer for McDonald’s Australia. “What better way to show Aussies how proud we are to be a part of the Australian community than by changing our store signs to the name the community has given us?”
As part of the followed on promotion McDonald’s Australia localized its menu and to appeal to that famed Aussie pride in the lead-up to Australia Day, as you can see below:
Do you like they way McDonald’s market itself in Australia? Apparently lots of customers do. In 2014, Sales at McDonald’s outlets in Australia reached $4 billion, suggesting a $1 billion profit in the hotly contested fast-food market.
This is a great example of brand localization.
While global brand consistency is undoubtedly a beneficial strategy and position of market strength, the reality is “think global, act local” creates persistent challenges for marketers.
So how are forward-thinking global brands balancing local, multi-channel relevance with global storytelling, thematic consistency and economies of scale? Let’s look at below considerations for successful brand localization.
- Start with a global strategy, then think local. Just because a branding strategy works great in your home country doesn’t mean it will carry over successfully in additional markets. It’s all about effective multi-country brand management.
- Tap locals and make the right impression in each market. Even if you need to make strategic decisions about marketing localization for a given country from thousands of miles away, make sure you check to see if your approach will work for that culture. A local marketing expert or team member should weigh in for input. Adapting marketing campaigns for different cultures is a complex journey, and it’s not always a straight road for many companies.
- Ensure local market resonance with quality steps. Every marketing localization initiative should include a final proof—and if it suits your business needs, a final post-formatted review by a native speaker and marketing expert is a good idea too.
- Be flexible and open to adaptation. In every aspect relating to your brand, it pays to think ahead for each market. Develop your overall brand voice, but make sure you’re singing a tailored tune that’s going to harmonize with a given locale’s expectations.
Do you have any thoughts re the above? What other brand localization stories are you aware of, and were they all successful? For the failed ones, how would you do it differently if you were the marketer?