.mcdonalds

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Status:	Proposed
Registry Provider:	Neustar
Type:	Brand TLD
Priority #:	257 - McDonald’s Corporation

.mcdonalds is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is McDonald’s Corporation. It is also applying for the .mcd TLD.

Application Details

The following is excerpted from applicant response to question #18:

"The new .mcdonalds gTLD will operate as a restricted registry, in which McDonald’s Corporation (McDonald’s) can create and control second level domain names that promote its brand identity and authenticity. .mcdonalds will be used to provide information and resources to consumers and employees in a way that promotes trust, confidence and convenience. The .mcdonalds gTLD will provide an authoritative internet space for the McDonald’s system. Second level domains can then be utilised to create additional sub-categorizations such as product and localised pages, with internet users assured of brand authenticity.

For the avoidance of doubt, the registry will be closed to registrants who are not within the McDonald’s system. Should a registrant leave the McDonald’s system, McDonald’s reserves the right to cancel the domain name. There will be no market for second level registrations outside of registrants who are within the McDonald’s system. In accordance with specification 9, paragraph 1(b) of the Registry Agreement, McDonalds will use an ICANN accredited registrar for the registration of domain names that are consistent with the management, operations and Purpose of the gTLD.

McDonald’s is the world’s leading food service retailer with over 33,000 restaurants serving 68 million people in 119 countries each day. In 2011, McDonald’s was ranked the fourth most valuable global brand by BrandZ with a brand value of over USD81 billion. McDonald’s operates a franchise business model with about 80% of McDonald’s restaurants independently owned and operated. McDonald’s opened its first restaurant in 1955 and listed on the New York Stock Exchange in 1965. McDonald’s has grown exponentially to have a market capitalisation of around USD101 billion, 2010 revenue of USD24 billion and 1.7 million people employed globally. McDonald’s’ business model enables it to provide locally relevant restaurant experiences to customers and consistently deliver innovation and new products to meet customers’ changing needs and preferences. In this regard, brand reputation, consumer trust and continuous innovation are paramount considerations in all its activities. The .mcdonalds gTLD will promote McDonald’s as an innovative organization, help customers to connect with the McDonald’s brand online and provide customers with streamlined and easily accessible information. These goals will be complemented by McDonald’s separate application for the new .mcd gTLD."