Wednesday, November 19, 2008

Japan Quarter Pounder Store

The "Quarter Pounder Stores" that have popped up in Japan have been getting a lot of attention in the blogosphere lately.

The black and red generic stores carry no iconic McDonald's arches are any other branding and have only 2 items on the menu, the Quarter Pounder with Cheese Meal and the Double Quarter Pounder with Cheese Meal (both are served with French Fries and Coke or Coffee).

So what's the story on these 2 restaurants?

McDonald's has been in Japan for quite some time, of course, but their iconic Quarter Pounder with Cheese has never made it on to the menu in Japan. These 2 Quarter Pounder Stores serve as a promotional marketing announcement of the Quarter Pounder's introduction into Japan's fast food market.

The restaurants gave away Quarter Pounder t-shirts on the day they opened (November 1) and are running a promotion on their website ( for a group of 20 people to win a trip to and tour of the US.

I've received an e-mail from Junichi Kawaminami of McDonald's Japan Corporate Relations. He writes:
"McDonald's Japan is running a teaser promotion before a new product launch which is to be announced in the not too distant future in Japan. The Quarter Pounder store is a part of the promotion and is designed in a black and red colors with chic black furniture generating a fashionable atmosphere with no McDonald's logos.

"The Quarter Poudner store is run by the Quarter Pounder Secretariat Office for a limited period of time during the promotion. It is not a new restaurant concept or a new brand design that McDonald's is examining or testing.

"Two Quarter Pounder stores were opened in downtown Tokyo, Omotesand and Shibuya East stores at 11:00 AM of November 1. They serve two meal menus only:
  • Quarter Pounder with Cheese Meal: 500 yen - promotional price (with French Fries and Coke or Coffee)
  • Double Quarter Pounder with Cheese Meal: 600 yen promotional price (with French Fries and Coke or Coffee)
"On November 1st, 2nd and 3rd, first 1000 customers received "Quarter Pounder" T-shirts as grand opening gifts and 500 people lined up at the Omotesando stores afer the opening time. The Quarter Pounder Secretariat Office is running a sweepstake to win US Tour for 10 pairs/20 people to win, promoted at the stores and on its official web site.

"With this promotion, the Quarter Pounder Secretariat Office is inviting the Japanese consumers to try the authentic hamburger, Quarter Pounder, originated in the US of great taste with juicy quality beef, establishing high awareness in Japan through the media and words of mouth among those with arousing curiosity.
Neil Duckett has some great photos of the interior of the store at his blog.
The Quarter Pounder Store story also broke on A Hamburger Today, Fast Food Fever! and McChronicles.

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