Lazy tropes portray Canada in two ways: a liberal extension of the US (unarmed Americans with healthcare), or a land of moose, manners and Mounties.

In reality, Canadian identity is subtle, complex and nuanced.

Even Canadians find it hard to put their fingers on what makes Canada, Canadian.

But there’s one thing that’s for sure - a big part of our identity is found in being distinctly non-American. Looking even to the inception of the country, the entire existence of Canada can trace its origin to a rejection of the US.

So, when McDonald’s arrived here in 1967, it was to a fairly neutral reception. In an unprecedented move to establish some affinity, Ray Kroc approved the addition of the Maple Leaf to the Golden Arches.

Over the following decades McDonald's Canada did well riding a powerful wave of American cultural aspiration but come 2015 we saw brand scores plateau.