While McDonald’s Quarter Pounder hamburgers have been a successful North American menu item since the 1970’s, they are relatively unknown in Japan with only one McDonald’s restaurant in Kumamoto featuring the Quarter Pounder.
In early November though, officials of McDonald’s Japan unveiled two ‘Quarter Pounder’ restaurants in Tokyo’s hip Shibuya and Omotesando shopping areas. Devoid of their trademark golden arches and tacky red & yellow interior, the restaurant had not one mention of the McDonald’s brand. Instead, within the simplistic black and red interior, you were confronted by dim lighting and a 2 item menu: a double Quarter Pounder meal for $6 or a single for $5.
According to reports, officials had the marketing stunt planned for weeks and even refused to speak with media officials during the launch, vying to keep the restaurant's brand identity a secret from Japanese burger buyers. Relying on viral marketing, through word of mouth and subway /Internet ads, to promote the restaurant, MacDonald’s increased their November sales by 60%.
The restaurants were only open until November 27th at which time McDonald’s unveiled its identity and rolled out the Quarter Pounder nationally.
The whole stunt has been deceptively clever, yet if McDonald’s relies on this momentum for prolonged success, I think they better re-evaluate their game plan.
I wonder though, why all the secrecy was needed? I get the “mystery” part: its luring, the intrigue behind a masked brand but would their Quarter Pounder have not fared well coupled with their McDonald’s brand?
I commend them for taking this risk though and trying to capture a new market of burger buyers/fast-food lovers (at least that’s what I believe their motive was)-for the consumers who never thought they would eat at McDonald’s probably indulged in a McDonald’s burger unknowingly.
In early November though, officials of McDonald’s Japan unveiled two ‘Quarter Pounder’ restaurants in Tokyo’s hip Shibuya and Omotesando shopping areas. Devoid of their trademark golden arches and tacky red & yellow interior, the restaurant had not one mention of the McDonald’s brand. Instead, within the simplistic black and red interior, you were confronted by dim lighting and a 2 item menu: a double Quarter Pounder meal for $6 or a single for $5.
According to reports, officials had the marketing stunt planned for weeks and even refused to speak with media officials during the launch, vying to keep the restaurant's brand identity a secret from Japanese burger buyers. Relying on viral marketing, through word of mouth and subway /Internet ads, to promote the restaurant, MacDonald’s increased their November sales by 60%.
The restaurants were only open until November 27th at which time McDonald’s unveiled its identity and rolled out the Quarter Pounder nationally.
The whole stunt has been deceptively clever, yet if McDonald’s relies on this momentum for prolonged success, I think they better re-evaluate their game plan.
I wonder though, why all the secrecy was needed? I get the “mystery” part: its luring, the intrigue behind a masked brand but would their Quarter Pounder have not fared well coupled with their McDonald’s brand?
I commend them for taking this risk though and trying to capture a new market of burger buyers/fast-food lovers (at least that’s what I believe their motive was)-for the consumers who never thought they would eat at McDonald’s probably indulged in a McDonald’s burger unknowingly.
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