McDonald’s launches the Big Arch: A symbol that reaches 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 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, 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 the arch has grabbed our attention.

From Hiroshima's concrete to London's bricks

Think about it yourself: where do you come across an arch these days? For architecture enthusiasts, the Hiroshima Big Arch is a classic 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 cardboard 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 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

Maybe that's why the arch continues to fascinate us, young and old. A couple of weeks back, I was reading Iggy Peck, Architect aloud to my kids. It's a book about a little fella who builds everything from towers to bridges – and arch structures are his specialty. You can't help but draw parallels to how the arch also pops up in the world of fashion. The other day, when I grabbed the chance to buy some new running shoes, I was drawn to the Skechers Womens Arch Fit 2.0 Big League. The tech 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 for engineers and armchair architects, it shows up in kids' lit again. Scarface Claw, the tough tomcat from Lynley Dodd's Hairy Maclary books, has a permanent spot on my kids' bookshelf. In one story, he's sneaking around under a rusty iron arch in an abandoned garden. For me, it was a reminder that the arch is always there, 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 sports cathedral to kids' first building blocks, from shoe insoles to famous felines – the arch is a shortcut to something solid and reliable. The question is whether the bigwigs 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 New Zealand, who are keen to import both food trends and design ideas, it'll probably be a while before the Big Arch hits our local drive-thrus. 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 kids' book shaping the next generation of designers.
• Skechers Womens Arch Fit 2.0 Big League – Where tech meets the foot's natural curve.
• Scarface Claw – The cat who reminds us the arch is everywhere.