Rebranding the Quarter Pounder

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McDonald’s took a minimalist approach to launching the Quarter Pounder in Japan.  The hamburger giant scratched their traditional branding to open Quarter Pounder stores – no golden arches, no Ronald McDonald, in fact, no “McDonald’s” of any kind.  McDonald’s redesigned two of its Tokyo restaurants – for a limited time – into Quarter Pounder shops.  According to Creativity Online, the “minimal black and red shops are operated by a ‘Quarter Pounder Secretariat,’ feature Le Corbusier sofas and only two menu items: Quarter Pounder meal and a Double Quarter Pounder meal.” 

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The meals were even served in minimalist red and black packaging.

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The campaign was to not only create buzz but to launch the hamburger without having consumers judge it solely by the McDonald’s brand – a kind of blind taste test.  “We want consumers to discover great taste and not care about who produced it,” a shop spokesman said.  “Those who think of McDonald’s as fast food can just focus on taste and find a premium burger, without prejudice or preconception.”

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One response »

  1. Stumbled onto the “11th Hour” from LinkedIn…well, it’s “Brilliant!” (with no Irish accent implied from a certain Stout marketing campaign)…eclectic AND digestible, all in one sitting. Neil Jarvis used to say (and still does) that I have a mind full of “useless information”… I like your spin much better–cheers, sounds like PDS is bring you your joie de vivre…hope all is well with you and your family and that you have a great holiday. Cliff

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