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 highly anticipated Big Arch burger in the US market, CEO Chris Kempczinski treated viewers to a decidedly 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 release in years, is more than just a new product; it's a symbolic bet aimed at winning back the lunch 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 yourself: where do you encounter an arch today? For architecture enthusiasts, the Hiroshima Big Arch is a prime example. The city's massive sports arena, with its wave-shaped roof, is a landmark that reminds us of the power of the arch in concrete. Around the same time McDonald's launched its burger, a box landed on my desk – the LEGO Architecture Big Ben 21013. There, in miniature, you can see how the architect behind the Palace of Westminster used arch forms to give weight to the 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

Maybe that's why the arch continues to fascinate us at all ages. A few weeks ago, I was reading Iggy Peck, Architect aloud to my kids. The book is about a little lad 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 world of fashion. The other day, when I was picking up a new pair of runners, I found myself drawn to the Skechers Womens Arch Fit 2.0 Big League. The tech behind them is designed to support the foot's own arch – proof that the form is also functional.

A cat, an arch, and a franchise

And just when you think the arch is just a serious thing for engineers and armchair architects, it pops up in children's literature again. Scarface Claw, the tough tomcat from Lynley Dodd's Hairy Maclary books, has a firm spot on my kids' 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 that's already buzzing with positive associations. From Hiroshima's sporting temple to a child'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 brass in Chicago fully grasp the weight they're now putting behind the brand. Kempczinski might have looked a bit shaky on telly, but if he can convey this feeling of timeless architecture to consumers, then he's onto a winner.

For us here, who are keen to import 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 – look 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 reminding us that the arch is everywhere.