SYDNEY: The Australian arm of McDonald's has urged the national Macquarie Dictionary to include "Macca's" -- the brand's local nickname -- in its next edition.
The hamburger giant said Macca's was second only to "footy" among recognisable words in local slang, according to a branding survey it commissioned that found 55 percent of Australians referred to the golden arches in the abbreviated form.
"The research findings have shown that Macca's is Australia's favourite brand nickname and that half of the population use the iconic Australianism," said McDonald's Australia's chief marketing officer Mark Lollback.
"Knowing this, we think it's time that Macquarie Dictionary Publishers added our moniker to their dictionary of Australian English."
Lollback said Australia was the only country in the world that referred to McDonald's as Macca's and the abbreviation "reflects our place in the Australian community", which has a penchant for jocular nicknames.
The restaurant has formally submitted the word to the Macquarie Dictionary for consideration in their 2012 update and said it hoped to hear back in the next few weeks.
The Macquarie Dictionary accepts submissions for new words and phrases and runs an annual word of the year poll on new inclusions.
Last year's addition was burqini, a swimsuit for Muslim women, with the popular vote going to fracking -- shorthand for hydraulic fracturing, a process using chemicals and water to split rock-beds to extract gas or oil.
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