SYDNEY (AFP) - Global fast food chain McDonald's is embracing its Australian nickname Down Under, with selected stores around the country changing their signage on Tuesday to "Macca's".
The world-first change - a temporary measure - comes after a branding survey commissioned by the hamburger restaurant found that 55 per cent of Australians called the company by its shortened name.
"We've been a part of Australia for over 40 years now and we're incredibly proud to embrace our 'Australian-only' nickname," said Mr Mark Lollback, chief marketing officer for McDonald's Australia.
"What better way to show Aussies how proud we are to be a part of the Australian community than by changing our store signs to the name the community has given us?"
Mr Lollback said 13 restaurants around the country would change their signage this week as part of the company's celebrations of Australia Day, which falls on Jan 26.
The first stores involved on Tuesday were in the southern Sydney suburb of Engadine and an outlet in Queensland's Kangaroo Point.
McDonald's signage will return to each site from early February.
Australia is the only country in the world that refers to McDonald's as Macca's and the restaurant has formally submitted the word to the Macquarie Dictionary for consideration in their next update.
The restaurant has said the abbreviation reflects its place in the Australian community, which has a penchant for jocular nicknames.