Hong Kong : a trend for your wedding party

McDonald never ends to surprise me.

In a world of age based discrimination McDonald is a one of the few Companies that does not avoid to evaluate a resume when you are over 45.

In a world of ethnic/nationality based discrimination McDonald is one of the few Companies that does not avoid to evaluate a resume when you are a foreigner ,( in the EU maybe the only…).

But McDonald is more. I am impressed about its “image re-branding”. Now its is not anymore a fast food but a city-lounge where you can eat but also drink latte macchiato, espresso, cappuccino and eat cake surrounded by elegant music and lounge-stlye furniture.

Again : one step ahead !

With this re-branding in less of five years we will “forget” that McDonlad was a fast food chain and the new generation of users will never known ,notice it.

And now…more.

The news is from Hong Kong, please look here : http://www.mcdonalds.com.hk/english/wedding/

We are sure that McDonald will replicate it worlwide and with a lof of success.
You can hold your wedding ceremony by McDonald.
Advantages : cheaper and faster to organize.
But it is more.

In the EU the middle –top class was used to look down on McDonald but the re-branding is changing it. To that we must add the economic situation and the fact that it will be something new as well as funny.
We can agree with the anthropologist Gordon Mathews ,(I) and we can focus on the reason of the success beyond the saving in term of money and time :

- with a sense of nostalgia, remembering visits there as students in the 1980s and 1990s ,( who marry was younger at that time ,(II) )
- the sense to be part of a trend and to be the 1st mover /trend setter
- the flexibility to have a customized weeding
- an alcohol free environment
- a young and world style atmosphere

All social and emotional factors that made the difference.

A social trend… . Keep noticed ,please .

Paolo Dealberti

Notes

(I) Joyce Hor-Chung Lau : Raising a Milkshake to the Bride and Groom , New York Times February 27, 2011

(II) G. Matthews ibidem : “The generation getting married today grew up doing their studying at McDonald’s,” Mr. Mathews said. “That was one of the chain’s prominent roles in the 1980s and 1990s — as a safe haven where students could study and stay off the streets. “