McDonalds goes unbranded in Japan

McDonalds goes unbranded in Japan
Amanda Gore (PSFK London)
  • 11 november 2008

McDonalds recently launched a campaign to bring the quarter pounder burger to Japan, which includes the converting of two of their locations in Tokyo into exclusive Quarter Pounder shops, but in an interesting move they are positioned under a completely new identity and as such are missing the McDonalds brand.

Instead of golden arches these restaurants have a sleek, minimalist black interior with Le Corbusier sofas, red and black packaging, and a style quite unlike any other of the company’s previous refits. The menu consists of single and double Quarter Pounders only, a new name for the Japanese consumer and one that McDonalds are very cleverly promoting. The temporary brand silence is carefully undeceptive, encouraging consumers to find out more- a competition running alongside the launch asks applicants to name the fast food chain who launched the Quarter Pounder in Japan and win a sightseeing trip to America.

A clever little viral without going down the over-used pop-up route, and one that seems to have gained a fair amount of attention at its rather exclusive-styled opening events.

via FiveByFifty

Quarter Pounder website


Why The Apple Watch Is Taking Foot In The Restaurant Industry

Food Today

Chef Turns Invasive Species Into Delicious Sushi

Creator Bun Lai is adapting strange new ingredients for his menu, which responds to the ecological impact of overabundant creatures in the local environment

Travel Today

Build Your Own Subway System In This Minimalist Game

Mini Metro lets you design your own fully functional transit network, simulating the flow of urban commuters with pared-down visuals


Get PSFK's Related Report: Future of Advertising

See All
Work Today

Keyboard Designed To Help Women Use More Assertive Language

The device is a commentary on gender roles in the workplace, and features easy access to "power verbs" that help reinforce a habit of being direct in writing

Arts & Culture Today

Spanish Artist Dreams Up What Animals Would Look Like In Modern Clothing

Yago Partal's portraits depict the fantasized style preferences of creatures worldwide, from an Arctic wolf to a zebra

Fitness & Sport Today

New Data Technologies Make Hyper-Personalized Training A Reality

The Sports Debrief from PSFK Labs looks at how analytics tools are being developed to optimize human performance across all industries

Technology Today

IBM Watson Helps Grammy-Winning Producer Craft An EP

The computer system's data technology generated musical scores for Alex Da Kid's first solo project

Travel Yesterday

30-Year-Old Photographs Used As Travel Guides

A new photo series revolves around tracing the origins of images from the past


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

General Electric: Lighting’s Impact On Sleep Is More Than The Off Switch

Jeff Patton, General Manager of Connected Home Products at GE Lighting, uncovers how lighting technologies can affect our sleep cycles

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Children Yesterday

IKEA Is Letting Kids Design Its New Line Of Toys

The products are taken from fanciful drawings that showcase the imagination of those who use it most

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Health Yesterday

VR App Prescribed For Pain Relief

A pharmacy chain in Sweden is stepping away from tradition to develop a happy place for the pain-afflicted

Retail Yesterday

Banks Are Coming Together To Create A New Payment Network That Rivals Venmo

A number of financial institutions are collaborating to make a new person-to-person monetary system called Zelle for their customers

Media & Publishing Yesterday

Pocket Camera Aims To Facilitate The Struggles Of Live Streams

The Mevo helps resolve the complexities of streaming video with an intuitive setup and smart editing controls

Health Yesterday

Startup Believes Traceability Will Help Disrupt The Multivitamin Industry

Ritual is a daily supplement for women that traces every ingredient back to its source

Arts & Culture Yesterday

Photo Series Brutally Murders Some Of Your Favorite Fast Food

The portraits by artist duo Ilka & Franz do away with mealtime regulars in a way that is both beautiful and humorous

Mobile Yesterday

Coffeemaker Teaches You How To Make The Perfect Cup

The device comes with an accompanying app that guides novices and experts alike through the brewing process

No search results found.