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

It was a scene that made the entire 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 treated viewers to a rather 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, touted as the chain's biggest new arrival in years, isn't just another product; it's a symbolic move to win back the lunchtime rush crowd. But this isn't the first time an arch has taken centre stage in our collective attention.

From Hiroshima's concrete to London's brickwork

Think about it: where do you encounter an arch today? For architecture enthusiasts, the Hiroshima Big Arch is a prime example. The city's enormous sports arena, with its wave-like roof, is a landmark that reminds us of the arch's power in concrete. The very same week McDonald's launched its burger, a cardboard 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 arched 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, across all ages. A few weeks ago, I was reading Iggy Peck, Architect aloud to my children. It's about a little boy who builds everything from towers to bridges – and arch construction is his speciality. It's impossible not to draw parallels to how the arch also pops up in the fashion world. When I recently grabbed the chance to buy some new running shoes, I was drawn to the Skechers Womens Arch Fit 2.0 Big League. The technology behind them is designed to support the foot's own arch – proof that the form is functional too.

A cat, an arch, and a franchise

And just when you think the arch is a serious matter for engineers and amateur architects, it reappears in children's literature. Scarface Claw, the tough tomcat from Lynley Dodd's Hairy Maclary books, has a firm place on my children's bookshelf. In one story, he sneaks 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 steeped in positive associations. From Hiroshima's sporting temple to children's first building blocks, from shoe insoles to famous felines – the arch is a shortcut to something solid and reassuring. The only question is whether the management in Chicago truly understands the weight they're now placing 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 in the UK, who are keen importers of both food trends and design ideals, it'll likely be a while before the Big Arch reaches our drive-thru signs. 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 wars.
• 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 nurturing 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 who reminds us that arches are everywhere.