“GOOD-BYE McDonald’s”Introducing the Quarter Pounder as an “unknown foreign hamburger brand” with veiling McDonald’s brand name intentionally.As if foreign big brand such as H&M and Abercrombie & Fitch landed in Japan, open the shop in reality, which generated big buzz.After people got to know the “QUARTER POUNDER” brand, the announcement was made that the Quarter Pounder was actually from McDonald’s.The word-of-mouth expanded even more with many consumer reactions which varied from “I know it!” “That was it!” to ”McDonald’s did it! ”

Success in the Quarter Pounder strong launch.

Accepted by people as a totally new product brand that now included previously resolutely non-McDonald’s users.Compared to when it was McDonald’s, the Shop achieved 170% store sales, the biggest sales record among all McDonald’s restaurants in Japan. 100,000 meals sold in the teaser period (27days).Even after the unveiling and sales began at all Tokyo McDonald’s, 113% sales achieved during the launch period.As for PR/BUZZ Impact, approximately $2,400,000 value in advertisement in the teaser period.

Success in enhancing theMcDonald’s brand ultimately.30% of those who are aware of the promotion has improved McD brand image.