What happened when McDonald's changed its name to Golden Arch?
Introduction of McDonald's renaming Golden Arch
On 25th, I was amused by a message today. Our familiar uncle McDonald's quietly changed the name of the company. The reporter just checked the national enterprise credit information publicity system to confirm this matter. In the enterprise information, McDonald's China Co., Ltd. was renamed as Golden Arch China Co., Ltd. McDonald's also responded to the media that it has indeed changed its name. Netizens have ridiculed: Should KFC be renamed as "Kaifeng Cuisine"?
On October 25th, McDonald's China Co., Ltd. was officially renamed as Golden Arch China Co., Ltd. on October 12th, 217, and its local branches are gradually being renamed.
In this regard, McDonald's said: "This change is mainly at the license level, and the daily business will not be affected" and "McDonald's restaurant name, food safety standards, operating procedures, etc. will remain unchanged".
Weibo, the official McDonald's, responded: Yes! Maimai's China company changed its name to Golden Arch China Co., Ltd.? However, the name change is only at the license level, and the wheat grains still look for "McDonald's" when they go to the restaurant!
according to the industrial and commercial information, on August 24th this year, the investor name of McDonald's China Limited was changed from "McDonald's China Management Limited" to "Golden Arch China Management Limited". On October 12th, the company name was also changed to "Golden Arch China Co., Ltd.".
since August this year, McDonald's has quietly become a "golden arch", and McDonald's branches in various regions of the country have successively replaced the original name with "golden arch", but some branches such as Beijing McDonald's Food Co., Ltd. and Shanghai McDonald's Food Co., Ltd. have not changed their names.
log in to the national enterprise credit information publicity system and enter "McDonald's". The first place in the search results is Shanghai McDonald's Food Co., Ltd., and the second place is Golden Arch China Co., Ltd., whose historical name reads "McDonald's China Co., Ltd.".
According to the information of Sky Eye, the renaming was completed on October 12th. On August 24th, the name of the investor was also changed from McDonald's China Management Co., Ltd. to Golden Arch China Management Co., Ltd.
Further inquiry, the reporter found that Golden Arch China Co., Ltd. was established on December 7, 1993, which also means that Golden Arch was registered under McDonald's as early as 1993.
under the name of the same legal representative, there are Shenzhen Golden Arch Food Co., Ltd., Shanxi Golden Arch Co., Ltd. and Sichuan Golden Arch Co., Ltd., which were established in 199, 214 and 1999 respectively. Among them, Shenzhen Company and Sichuan Company have historical names of McDonald's Restaurant Shenzhen Co., Ltd. and Sichuan McDonald's Restaurant Food Co., Ltd. respectively.
why did McDonald's change its name to the golden arch
the first explanation: the symbol of McDonald's golden arch has a famous nickname in the west-the literal translation is "golden arch".
There is a book, Golden Arches East, which tells the story of McDonald's in Asia. The golden arch is of great significance to McDonald's, so I think this Chinese company name is definitely not invented by local people, and it may have other meanings.
Thomas Friedman of thomas l. friedman put forward the "Golden Arches Theory of Conflict Prevention", which holds that no two countries that have opened McDonald's stores will go to war with each other-this theory paints a prospect for the world that ended the Cold War based on "economic man"-human beings will replace their desire for war with Big Macs and French fries.
the second explanation is: feng shui theory.
But these are speculations. The real reason is the capital.
A series of changes in the name change occurred after McDonald's became a Chinese-owned company in August this year.
After McDonald's USA sold its shares to CITIC Carlyle, the operating company in China was renamed Golden Arch, which has no capital relationship with McDonald's, so it cannot be called McDonald's Company. However, Golden Arch is authorized to operate McDonald's restaurants in China and use the McDonald's trademark.
On August 8th, McDonald's NYSE: MCD announced that the strategic cooperation with CITIC 267.HK, CITIC Capital and Carlyle Investment Group for McDonald's China business was officially completed.
The newly established McDonald's China will operate and manage McDonald's business in mainland China and Hongkong, China, and accelerate its expansion. In five years, it will open 2, stores, and the coverage of third-and fourth-tier cities will increase by 1%. The new company has no plans to go public for the time being.
At that time, insiders told The Paper that the new name of the company had not been finalized, so they used the expression "New McDonald's China" for the time being.
this strategic cooperation has been approved by the relevant regulatory authorities in China, and the delivery was officially completed on July 31, 217. The new company will become the largest franchise of McDonald's outside the United States, operating and managing about 2,5 McDonald's restaurants in mainland China and about 24 McDonald's restaurants in Hong Kong.
After the acquisition, CITIC and CITIC Capital will hold 52% of the controlling shares in the new company, while Carlyle and McDonald's will hold 28% and 2% of the shares respectively. On January 9 this year, the joint announcement of CITIC, Carlyle Investment Group and McDonald's showed that the purchase price at that time was up to 2.8 billion US dollars, with a total consideration of 13.97 billion yuan. The purchase consideration will be partially settled by cash and partially by issuing new shares of the new company to McDonald's.
The board members of the new company will come from CITIC, CITIC Capital, Carlyle and McDonald's respectively. The existing management team of McDonald's remains unchanged. Zhang Yichen, Chairman and CEO of CITIC Capital, became the chairman of the board of directors of the new company. Yang Xiangdong, Managing Director of Carlyle Investment Group and Chairman of Asia-Pacific Region, became the vice chairman of the board of directors of the new company. Zhang Jiayin, the former CEO of McDonald's China, continues to be the CEO of the new McDonald's China.
does this name change have an impact on the brand McDonald's? In the view of Li Jing, the president of chongqing technology and business university Institute of Economics and the "Mingjia" client of Chongqing, brand equity includes McDonald's popularity and customers' trust in it. After years of operation, it has its connotation and value all over the world, and it is a great intangible asset.
Regarding the cooperation between CITIC Group and McDonald's, Li Jing believes that the establishment of a new company is more of a strategic investment, which will mainly use its own resources and advantages to promote its development and innovation in terms of capital operation and operation strategy.
Wan Quandong, a senior brand management expert and general manager of Chongqing Wisdom Blackstone Enterprise Management Consulting Co., Ltd., also believes that the company's name change is actually only a change in the capital side, which has not had much impact on the brand "McDonald's".
"In fact, KFC has also undergone asset restructuring, which has no impact on the brand. Perhaps its strategy in China has changed and it will expand other businesses, but this is only a business change." Wan Quandong said that foreign-funded enterprises' strategy for China brand is very clear, and generally they will not change their brands easily. For example, KFC has specially created a Chinese fast food brand "Oriental White" for the China market.
What does the Golden Arch mean?
McDonald's China responded to the reporter of national business daily that after McDonald's became a strategic partner with CITIC and Carlyle, the corporate name of McDonald's China headquarters was changed to "Golden Arch China Co., Ltd." on October 12, 217 due to the needs of business development. This change is mainly at the license level, and the daily business will not be affected. Relevant persons of McDonald's China also told reporters that the renaming of Golden Arch is indeed M Logo like an arch.
careful netizens can easily find that the "m" logo of the Golden Arch and McDonald's is actually consistent.
how did McDonald's get its name? "McDonald's" sounds like a personal name, but its founder is Ray Kroc Ray Kroc. Why do we eat "McDonald's" fast food instead of "klock" fast food? The fact is that although klock built the McDonald's empire, the brand of "McDonald's" had existed before that. Klock, who was a down-and-out salesman at that time, found the business opportunity. After a period of partnership with McDonald's brothers, klock finally bought the whole business of McDonald's in the 196s, when McDonald's was already famous. In order to consolidate the existing business achievements, klock chose to keep the name.
an insider in the design industry said that in fact, the Golden Arch was the first step for McDonald's to become a national fast food chain from a local snack. They opened their first franchise store in Phoenix, USA. For the first time, the appearance of the store adopted two large golden tapered parabolic structures. In the 196s, these two parabolic elements were combined and became similar to the current M shape. The golden arch is actually the earliest visual image of McDonald's.