McDonalds Japan Goes No-Brand with Quarter Pounder Shops

12 11 2008

Generic packaging, minimalist decor, a two-item menu – and not a clown in sight! McDonalds Japan is testing the waters of no-brand marketing with newly opened Quarter Pounder stores in Tokyo.

read more | digg story

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2 responses

20 11 2008
sloane

In no way is this brand-free…the Quarter Pounder is one of McDonald’s brands.

A press release from McDonald’s (at least according to a few other blogs) says that this is just to create buzz marketing for the Quarter Pounder (not yet on menus at McDonald’s in Japan) as it’s introduced.

Dr. Tantillo’s just published a post on McDonald’s on his marketing blog, in which he praises McDonald’s for being so flexible and adapting to demand but prefaced this with: “The big things about McDonald’s cosmetic image (i.e., colors, designs, clown mascot) have never essentially changed. Neither has the basic serving and restaurant setup.”
Guess they are even more flexible though… Tantillo’s full post

Even though this is supposed to just be temporary/buzz marketing, I wonder if cultivating this sort of aesthetic wouldn’t make sense for them–a move to diversify their holdings (they own a significant portion of Chipotle, or did last I knew) and expand/diversify their customer base (Ex. their ‘unsnobby coffee’ campaign. Tantillo did a post on
Starbucks/Dunkin’ Donuts mentioning McDonald’s coffee, too.

20 11 2008
hakujin

I’m going to go out on a limb her and say, I think people in Japan know it’s one of McDonald’s brands… it’s a figurative and literal (insofar as the packaging and retail front) no-brand sense that they are attempting to convey… very minimalist, and pretty cool I think.

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