Trends in Japan - CScout Japan Blog

Tokyo’s Quarter Pounder shops get re-branded

Written by: Michael Keferl on November 26, 2008 at 3:17 am | In MARKETING IDEAS | 2 Comments

Tokyo’s viral Quarter Pounder Shops have just about wrapped up their few weeks of innovative campaigning while keeping us well-fed 24 hours a day. As of a few days ago, McDonalds “revealed” itself as the actors behind this elaborate ploy to introduce Japan to quarter pounders after a decade-long absence.

Of course, doing this only involved adding the Golden Arches to the store exterior, but since I was there when it happened I decided to hang out outside and watch the crowds.

japan quarter pounder m 1

What was interesting (since crowd levels didn’t seem to change) was that there was actual buzz out on the sidewalk as people familiar with the mystery shop walked past the newly re-branded burger joint. “Ah, McDonalds. I knew it!” was what I heard the most, but always in a positive way, and many actually seemed surprised at this fact.

japan quarter pounder m 2

Either way, it was a great promotion, albeit one with a very limited geographic reach. The place was always full, the interior stylish and very un-Mcdonalds, and they had Quarter Pounders. What else can we ask for?

Tags: Campaigns, fast food, food, mcdonalds
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

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Viral Fast Food: Quarter Pounder Shops open in Japan

Written by: Michael Keferl on November 7, 2008 at 5:15 pm | In MARKETING IDEAS | 8 Comments

It seems like McDonalds is taking the viral food retailing trend pushed by Krispy Kreme and Burger King to another level. They’ve now opened two exclusive Quarter Pounder Shops in Shibuya and Omotesando that are completely devoid of any McDonalds branding.

japan quarter pounder shop 1

The intent, of course, is to promote the entry of the famous burger into the market, but the tactic is pretty original for a fast food joint. With all black interiors the shops are minimalist to say the least, but the menu is just as simple: Regular or Double Quarter Pounder sets in red and black packaging that has McDonalds shaping without the graphics. Check out Neil Duckett’s post for some more shots.

japan quarter pounder shop 3

Is McDonalds trying to create some kind of fast food sensation like what happened when Burger King re-entered the Japanese market? They didn’t have any trouble bringing in the Mega Mac, but perhaps a little “premium” styling is in order.

japan quarter pounder shop 2

Check out the Quarter-Pounder.net campaign page for more information and a map. We’ll be checking it out in person right around lunch time tomorrow.

Tags: fast food, Limited Edition, mcdonalds, Retail
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

McDonalds Mega Series expands, covers your day

Written by: Michael Keferl on March 13, 2008 at 6:58 pm | In MARKETING IDEAS | 2 Comments

For those of you out there who couldn’t get enough of the enormous Mega Mac hamburger during its limited runs (23 million sold!), you will be happy to know that from March 17th it will have become a permanent fixture on the McDonalds menu. Not only this, but it will be joined by two more limited-run menu items in the “Mega Series”: the new Mega Muffin and the Mega Teriyaki.

mega-mac-muffin-teriyaki

To keep things lively, the products are time-restricted both in dates and hours. The Mega Mac is available as usual from 10:30 in the morning, but the Mega Muffin is only available from opening time until 10:30, and the Mega Teriyaki from 7 p.m. until closing time. That, and both of these new items are only available from April 4th until May 8th.

Now you can eat “Mega” all day, every day (if you can handle it) for what they call “Mega Morning”, “Mega Day”, and “Mega Night”. For more information about the new menu, and to check out the new mobile/PC campaign (from March 17th), go to MegaMac.jp.

Press Release

Tags: fast food, mcdonalds, mega mac
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS