Starbucks Would Never Do This. Maybe That’s the Problem.

Hello, Creative Souls!

In 2013, McDonald’s Australia did something smart. They didn’t wave a flag. They didn’t push a sale. They just changed the name on their signs—from McDonald’s to Macca’s.

That’s it. No fireworks. No speeches. Just a name swap that said: “We get it. We’re part of this place.”

It worked. Why? Because Australians already call McDonald’s “Macca’s.” The brand didn’t invent a nickname. It listened. It adopted the one people already used. That’s how you show up without trying too hard.

Compare that to Starbucks. The brand has struggled in markets outside the US. One big reason? It doesn’t adapt. Same stores. Same names. Same vibe. Everywhere.

You walk into a Starbucks in Sydney, and it feels like you're in Ohio. That might work for tourists. It doesn’t work for locals.

So what makes this such a great ad idea?

Because it’s not an ad.
It’s acknowledgment.
Of culture. Of language. Of the fact that people don’t want to be sold to —
They want to be seen.

McDonald’s didn’t localize a campaign.
They accepted an identity that wasn’t theirs to begin with.
And in doing so, made it clear:
“We’re not trying to belong. We already do.”

Now, contrast this with Starbucks. I could enter a Starbucks in New Delhi, San Francisco, or Melbourne, and not know which city I am in.

Starbucks built a global brand. That’s hard. But it’s not the same as building a local one. McDonald’s figured that out.

They didn’t push culture. They followed it.

If your brand wants to enter new markets—don’t start by telling people who you are.

Start by asking who they are.

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Takeaways: What McDonald’s Got Right

1. They didn’t force it.
   McDonald’s didn’t tell Australians what to call them. They used the name Australians were already using. That creates trust. It tells people: “We hear you.”

2. They made it visible.
   Changing storefront signage isn’t small. That’s commitment. That’s how you prove you're not just running a campaign. You’re making a statement.

3. They owned the moment.
   Australia Day is tricky. McDonald’s didn’t lecture. They didn’t ignore it. They made a quiet nod that said: “We know this day matters, and we’re part of your everyday.”

4. They stayed in their lane.
   They didn’t make it political. They didn’t fake depth. They just made a brand move that felt local, familiar, and fun.

To summarize:
If people already have a nickname for you, use it.
Don’t correct it. Don’t campaign around it.
Accept it like McDonald’s did.

Because there’s a difference between being present
and being accepted.

And sometimes, all it takes is swapping seven letters on a sign.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.