The new burger, the Big Arch, is currently being piloted in Canada and Portugal. By using a brand name rather than a descriptor — like calling it the Big Burger — companies can "signal superiority," Kerrigan said. "And so you elevate what is a big burger to a branded shiny thing." AdvertisementThe arches imagery is now returning to menus again, with the launch of the Big Arch and its accompanying Big Arch Sauce. "You show that you are in someone's club or part of their tribe by using the same kind of brand names," she said.

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Persons: —, McDonald's, Finola Kerrigan, — you've, Kerrigan, David Hughes, didn't, Hughes, Birdie, Ronald McDonald Organizations: Service, Business, Birmingham Business School, Mac, Triple, Mayo, Burger, Imperial College London Locations: Canada, Portugal, California, Texas