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.
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.
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?
Michael is CEO and Co-Founder of the 
I am really impressed with McDonalds’ success at localizing its restaurants for Asian markets. Even here, in China, children are just as (if not more) eager to buy a happy meal than their counterparts in the US. Very interesting post.