Merry Mac’s

Where I grew up, the nearest store was a Mac's convenience store. Back then, they went by the name, "Mac's Milk," I suppose because in those days milk was the big draw for convenience stores. My dad would always call it, "Mac's the Milk," in reference to the song, Mack the Knife, famously recorded by Bobby Darrin in the 50's, but — and I didn't know this — written in 1928. Not the greatest pun, but, well, it's a dad joke. I wonder if I inherited that need to make misunderstood pop-cultural puns. (looks at blog post titles) Sigh.

Anyway, I — being a youngster — didn't understand the reference, and thus also referred to the store as "Mac's the Milk," thinking that was the actual name. My friends thought there was something wrong with me, since they also didn't get the joke, and of course, when you hear a young person saying something so nonsensical, you assume he's a little slow, not that he's the victim of a corny joke about music from a couple of decades back. And I should clarify that, in my childhood's memory, my dad 'always' said that. He probably did the joke like, twice, but in my early perception of time, it seemed like a lot.

My reason for going through this awkward, possibly deformed memory, is that the Mac's convenience store chain is mostly gone now, having been bought, and then rebranded out of existence. As the picture illustrates, they’ve all become Circle K. A brand that, fittingly, sounds like an old west cattle brand.

Of course, bygone brands are hardly news: I've already written about disappearing brands. But what's interesting is that brands disappear for different reasons. They might simply go out of business, or they might be bought out by a rival. But it gets a little more complicated when you find that the same company might operate in different places under different names. Perhaps they bought a local company and decided to operate with the name that locals already knew. For instance, the European food delivery firm Just Eat has bought some local services and used their names in those markets. So it goes by "Just Eat" in Europe, but it's known as "Skip The Dishes" in Canada, and "Menulog" in Australia & New Zealand. Yes, local branding is so important to them that they seriously made Katy Perry sing that jingle three times for the European, Canadian, and Australian & New Zealander markets.

(How much do I care about this blog? Enough to watch that commercial three times. Well, two-and-a-half.)

But in our globalized world, it often doesn't make sense to have different brands in different places anymore. After all, it's expensive to make specialized advertising, and people see advertising from different countries through the Internet, or international sports events, or movie product placements. And here in Canada, we're used to seeing our brands replaced by American ones, like Circle K. What's frustrating is that in this case, it's a Canadian company doing it. Quebec's Couche-Tard (or, "night owl") is a convenience store behemoth, owning lots of brands around the world, including Mac's. But Circle K is the most numerous, so when they decided to use one brand for all their English-language stores, they went with Circle K. I can understand the logic behind it, but it still feels like in Canada, even when we win, we lose.