Beijing orders golden arches removed

BEIJING, China -- The Beijing city government has ordered McDonald's to remove its distinctive golden arches signboards around the capital after being told they are an "eyesore", Associated Press news agency reported.

China brought in a new policy in February aimed at regulating signs and neon advertising boards from crowding the capital's streets.

The government is determined to give Beijing a complete makeover in time for its hosting of the 2008 Olympics.

Under the rules, stores are allowed only one signboard erected on the premises, not set apart from the outlet. More than 30 McDonald's golden arches have been ordered demolished.

Beijing officials said the towering arches are not in harmony with the surroundings and are blotting the capital's architectural landscape.

Making adjustments

In a statement, Beijing-based McDonald's officials said they would comply with the new rules and "make relevant adjustments to some of our signboards."

The first arch to bite the dust was a 10-meter high sign close to the Kempinski Hotel in northern Beijing, the South China Morning Post reported.

McDonald's, which has 81 outlets in Beijing, has been a runaway success since its opened first branch in China in 1992.

Children and students are particularly fond of McDonald's food products as they grow to love the typical American staple over their own.

Over the years, McDonald's has given its Chinese rivals a run for their money, with its formula of cleanliness, fast and friendly service as the main weapon.

But the sudden decision to do away with the golden arches could hurt the fast food giant, as advertising and marketing are integral to its success.

Still, McDonald's is not the only establishment being affected by order.

Authorities on Wednesday took down signs for a Peking duck restaurant, a seafood restaurant and a nightclub.

Reuters news service reported Friday that a towering signpost marked with Canadian fast-food chain A&W's affable bear logo became the tallest sign to be dismantled Thursday in the cleansing campaign.