Business

McDonald's wants customers to choose a new name for the network in Brazil

The change of the two-unit sign to "Méqui" is just the beginning of the campaign

Fachada da unidade da Avenida Paulista, em São Paulo, que teve o letreiro mudado no início desta semana.
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  • Consumers will be encouraged to offer suggestions as how they would name the brand. The most creative names will be chosen by McDonald’s marketing team;
  • But the campaign, now unfolding in social networks, is only temporary.

After moving the façade sign from two units, one in Sao Paulo and one in Rio de Janeiro, to “Méqui,” McDonald’s fast food chain told Exame magazine that this is just the beginning of a larger marketing campaign.

Consumers will be encouraged to offer suggestions as how they would name the brand. The most creative names will be chosen by McDonald’s marketing team, according to Exame.

The campaign, now unfolding in social networks, is temporary. “We have never invested so much in Brazil and this is an effective way of strengthening the ties with the consumer that supports us so much,” said McDonald’s Brazil marketing director João Branco to the magazine.

In fact, neither the high dollar nor the uncertainties surrounding the country’s politics and economy have changed the plans of Arcos Dorados, the Latin American network operator. In 2017, the company announced an investment of BRL 1.25 billion in the region – 60% of this amount is being invested in Brazil.

In total, Brazil has 968 restaurants in the chain, not counting other points of sale, such as kiosks, which make McDonald’s the third largest franchise in the country.