McDonald’s launches the Big Arch: A symbol that goes beyond the food

It was a scene that made the whole industry sit up and take notice. Last week, as McDonald’s officially rolled out its much-anticipated Big Arch burger in the US market, CEO Chris Kempczinski delivered what could only be described as an awkward live TV tasting. The camera caught his expression as he took the first bite – a mix of pride and something resembling mild panic. The burger, set to be the chain's biggest new release in years, isn't just another product; it's a symbolic play to win back the lunch rush crowd. But it's not the first time an arch has taken centre stage in our attention.

From Hiroshima's concrete to London's brickwork

Think about it yourself: where do you come across an arch these days? For architecture enthusiasts, the Hiroshima Big Arch is a prime example. The city's massive sports arena, with its wave-like roof, is a landmark reminding us of the arch's power in concrete. Around the same time McDonald's launched its burger, a box landed on my desk – the LEGO Architecture Big Ben 21013 set. There, in miniature, you can see how the architect behind the Palace of Westminster used arch forms to give weight to that iconic tower. It's fascinating how such a simple geometric shape can carry so much cultural history.

Children's books and shoes with an arch theme

Perhaps that's why the arch continues to fascinate us at all ages. A couple of weeks ago, I was reading Iggy Peck, Architect aloud to my kids. It's a book about a little guy who builds everything from towers to bridges – and arch constructions are his speciality. It's impossible not to draw parallels to how the arch also pops up in the fashion world. The other day, when I grabbed the chance to buy some new runners, I found myself drawn to the Skechers Womens Arch Fit 2.0 Big League. The technology behind them is designed to support the foot's natural arch – proof that the form is also functional.

A cat, an arch, and a franchise

And just when you think the arch is a serious thing only for engineers and armchair architects, it pops up in children's literature again. Scarface Claw, the tough cat from Lynley Dodd's Hairy Maclary books, has a permanent spot on my kids' bookshelf. In one story, he's sneaking under a rusty iron arch in an abandoned garden. For me, it was a reminder that the arch is always present, even in the most everyday scenes.

What does this mean for business?

As an analyst, I see a pattern. With its Big Arch, McDonald's hasn't just launched a double burger with cheese and bacon. They've tapped into a cultural nerve already buzzing with positive associations. From Hiroshima's sporting cathedral to a child's first building blocks, from shoe insoles to famous cats – the arch is a shortcut to something solid and reassuring. The question is whether the brass in Chicago truly grasp the weight they're now putting behind the brand. Kempczinski might have looked a bit shaky on TV, but if he can convey this feeling of timeless architecture to consumers, then he's onto a winner.

For us here in Australia, who are keen importers of both food trends and design ideals, it'll probably be a while before the Big Arch hits our drive-through menus. But when it does – watch out. Because the arch is back, and it's hungrier than ever.

• Big Arch – McDonald's new weapon in the burger war.
• Hiroshima Big Arch – Japanese architecture that inspires.
• LEGO Architecture Big Ben 21013 – Miniatures that teach us about the power of the arch.
• Iggy Peck, Architect – The children's book shaping the next generation of designers.
• Skechers Womens Arch Fit 2.0 Big League – When technology meets the foot's natural curve.
• Scarface Claw – The cat reminding us that arches are everywhere.