McDonald’s in Australia was called Maccas. McDonald’s emphasized premium Angus beef and
has positioned itself as a high-end fast food outlet. The approach was “masstige”, prestige for the
masses, premium but affordable. The beef McDonald’s used in Australia was 100% Angus meat
and locally sourced. Two of the more popular sandwich choices were the grand Angus and the
mighty Angus. Quality was important and
Australia had an internationally recognized livestock identification system which provided strong
traceability and safety in terms of quality control. There has been such a strong interest in
healthy menu choices in Australia that McDonald’s have offered as many as sixteen products on
their light choice menu- nine of which are approved by the heart foundation. Even the French
fries in Australia have been altered to adapt to local regulations and do not contain wheat or
milk.