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.
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.
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.
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.
Michael is CEO and Co-Founder of the 
While this is an innovative way to introduce your product to the market, everything will be let down by the quality of the food itself. A soggy bun, limp fries and meat cooked with too much salt does not a gourmet burger make. Then again, what do you expect for ¥500. At least Burger King gets the food right, despite their garishly decorated restaurants… a good burger will keep me coming back, fancy interior design and cool packaging won’t!
@David: you don’t happen to work for BK do ya?
Am i big fan of the macc’rs fries. That’s the one thing i look forward to every time i come back to the states after a trip. wondering why they didn’t pursue a branded french fries concept?
No, I don’t work for BK! It’s just that whenever I go to a Micky-D’s, I leave disappointed. That almost never happens with their major competitors. Incidentaly, the best burger I have ever tasted is from a small store in my home city of Bath, UK, called Schwartz Bros.
@David: that’s a bummer about your crappy Macc’rs experience. it’s really not that bad here in the US. However, I do prefer the burgers ‘n fries at In ‘n Out. they’re a southern california chain. if you ever make it out here, it’s a must have. ask for the “double-double animal style.” you won’t be disappointed. :)
Has anyone tried the Le M burger at McDonalds in France? I loathe McD’s in the States but when I was in Paris a few months back I needed cheap food fast so I buckled and went into a French McDonalds. I hate to admit this but the Le M was amazing. So amazing I went back 3x’s in that same week.
Are the French the lucky ones? They would never stand for a bad burger… everyone in that country is a gastronome. As a result, it’s probably the only place in the world where you can actually get a good Micky-D’s meal!
I doubt I’d be brave enough to try one there though. After so many bad experiences, I’ve pretty much been put off them for life.
Their meat is of disgusting, low quality…Fast Food Nation recommended..
But as far as branding goes…the timing is weird in that I was just reading about McDonald’s on Dr. Tantillo’s marketing blog, where 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.