McDonald’s China has changed its name to the Mandarin translation of the Golden Arches: Jin Gong Men.
The new name will affect the license level and will not impact daily operations and procedures, according to reports from China Daily.
The name change is the first major move since the establishment of a new franchisee for McDonald’s China, formed by a partnership between McDonald’s, CITIC Ltd, CITIC Capital Partners and The Carlyle Group.
Jin Gong Men China will look to boost the fast food chain’s presence across the Chinese mainland and Hong Kong, where it currently operates 2,500 restaurants in China and 240 in Hong Kong.
The name change aims to give the brand a stronger local connection and help to drive its expansion across China. The company aims to increase the number of new restaurant openings from 250 per year in 2017 to 500 per year in 2022.
McDonald's continues to lag behind rival KFC, which entered the market much earlier and maintains market share through tech and menu innovations. KFC China recently launched a non-alcoholic cocktail as part of its strategy to appeal to millennials.