The background of the incident is this: McDonald's sold American stocks to CITIC Carlyle, and its operating company in China was renamed Golden Arch, which has no capital relationship with McDonald's. It can't be called McDonald's Company. Golden Arch authorized McDonald's restaurant in China. And use the McDonald's trademark. Of course, behind the name change is the operation of capital. For consumers, it has suddenly become a hot topic for many netizens. On the whole, everyone is spitting out new names that are old-fashioned and not up to grade.

For many people in China, foreign fast food such as McDonald's and KFC has a very special feeling, because it carries the memory of a generation. Behind this name change is the relatively successful operation of domestic capital in foreign markets. Of course, this also highlights China's growing strength. According to the official explanation, the name change is to better integrate into the China market. To be more clear, it is the localization strategy of the brand.

Even if CITIC bought McDonald's business in China, such a successful brand name change will surely herald other changes. After being acquired by CITIC Group again, it has stopped accepting individuals to join. It is very likely that franchise rights will no longer be issued in the future. The new stores in the future are likely to become direct sales models. This also means that the profit margin will be further improved.

The name is localized. Will some Chinese food be introduced in the food category in the future? At present, this possibility is great. Because KFC is already doing this.

According to this logic, KFC will change Kaifeng dishes. Of course, Burger King will benefit the most from this change. Finally, is it not the most rustic foreign brand? ..... Maybe we can see more creative names in the future: