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The inscrutable region specific nature of the Australian vernacular is something which only really becomes apparent once you go overseas. No one in Canada knows what “no worries” means. We say heaps…a lot. “Paying someone out” in America usually involves some kind of financial transaction. We smoke durries, drink tinnies and eat snags with our rellos. We’ve soiled the English language and we’re proud of it. It’s not particularly surprising then that Australians are the only people in the world who refer to McDonalds as Maccas, a fact that executives at the fast food giant are looking to exploit this Australia Day.
In the lead up to Australia Day, thirteen McDonalds stores will change their signage to “Maccas” starting with Engadine in New South Wales and Kangaroo
Point in Queensland with more stores to follow in Victoria, South Australia and Western Australia.
“With one in two Australians giving us the
nickname Macca’s we decided with the lead up to Australia day, it was a
perfect time to embrace the moniker and change our [name] across the
country.” said McDonald’s Australia Chief Marketing Officer Mark Lollback.
“Changing our signage to Macca’s is a world first for our business and
we’re thrilled to be celebrating the nickname that only Australians
have given us.”
This follows their previous Australian specific initiative known as putting beetroot on things.
