On October 25th, 2117, a message that McDonald's changed its name to "Golden Arch" flashed on the Internet. At first, the author thought it was some kind of prank like "Zhao Benshan is dead", but driven by curiosity, I still couldn't help but look it up in the "information inquiry system for industrial and commercial enterprises", and the result was almost shocking! It turns out that as early as October 2, 2117, McDonald's (China) has quietly changed its name to "Golden Arch (China Co., Ltd.)", that is to say, the news that McDonald's changed its name to "Golden Arch" is not only true, but also certain.
On October 26th, 2117, McDonald's China Company also began to publicly respond to this news, claiming that after the cooperation between McDonald's and CITIC and Carlyle, the corporate name of McDonald's China headquarters was changed to "Golden Arch (China) Co., Ltd." due to the need of business cooperation. Moreover, this change is limited to the license, and will not affect other businesses of McDonald's, such as the name and operation process of its restaurant, which means that it will not bring any inconvenience to consumers.
When I saw this, my mind calmed down a little. It seems that this name change is a trivial matter, and there is no need to go to the streets to see if the signboard of McDonald's fast food restaurant has become a "golden arch".
But then again, since McDonald's has indeed changed its name to "Golden Arch", which is a fact, a question will naturally arise in the hearts of netizens. Why did McDonald's China change its name and call it "Golden Arch"? This problem requires us to seriously talk about it.
The name "Golden Arch" is too rustic for many people, like the name of a construction company. There are even more rumors on the Internet that the name "Golden Arch" was deliberately picked up by a "master" by CITIC Group in order to acquire McDonald's (China). Is this really the case?
In fact, people who have seen the movie "The Great Entrepreneur" should know that the name "Golden Arch" was not invented by any master at all, but was an idea and name that existed when McDonald's was born. The most conspicuous building in the early days of McDonald's in the film is a Golden Arch, which is also the iconic Logo of McDonald's fast food restaurant. This logo already had a household name in the West at that time, that is, Golden Arch, which is translated as "Golden Arch".
Therefore, it is not a joke that McDonald's changed its name to "Golden Arch". In addition, the word "golden arch" is not the first time that it has appeared in the eyes of Asians. There used to be a story book describing McDonald's career in Asia, the name of which was "Oriental Golden Arches East" and the English name was "Golden Arches East" ... From this, it can be seen that it is natural for McDonald's to change its name to "Golden Arches". After all, this name has long been related to McDonald's.
By now, it should be clear to everyone why McDonald's changed its name to "Golden Arch", but many people may not understand why McDonald's (China) changed its name. In fact, this problem is also very simple. As early as August 2117, a news broke out in the financial circle: CITIC Group successfully acquired McDonald's. In other words, McDonald's has sold its equity in China business to CITIC, and CITIC has become a Chinese-owned holding company of McDonald's.
Of course, why McDonald's sold its business equity to CITIC is a big economic and financial issue. To put it simply, McDonald's business in Asia has been in the contraction stage, and if we want to break through this development bottleneck, it is natural to make big changes, but it is bound to be difficult for McDonald's to complete it on its own, so we must find a good partner in China. At this time, CITIC extended an olive branch, and McDonald's made such a decision after weighing in many ways.
In fact, as early as 2113, McDonald's began to change the China style of foreign fast food. For example, McDonald's began to buy Chinese food and rice. That's because hamburger fast food is too single, and it is necessary to increase the types of food and beverage if it wants to develop in China. There is also the supply of raw materials for McDonald's; As we all know, McDonald's raw material supply has a strict control standard, and most of them have to be planted, cultivated and transported for a long time to reach China, which requires a complete logistics chain, which McDonald's is also unable to do.
So we must find a local partner. At this time, CITIC has both SF Holdings, a large logistics company, and CITIC Pacific Real Estate Investment Company. This strength can not only provide McDonald's with all-round logistics help, but also provide great help for McDonald's to set up a shop in China, so these capabilities naturally attracted McDonald's, and the two hit it off.
At this point, CITIC will have the opportunity to acquire 52% of the controlling stake in McDonald's China, while Carlyle and McDonald's hold 28% and 21% respectively. This also indicates that McDonald's business in China is no longer a simple McDonald's company behavior, that is to say, McDonald's has become a trinity in China, namely McDonald's, CITIC and Carlyle. Then it is natural for the company to change its name. No, McDonald's finally decided to change its name to represent the established fact of strategic cooperation among the three companies. This is also the cause and effect of McDonald's (China) changing its name to "Golden Arch" and the truth.