McDonald's Goes Minimalist.
By ChrisjobFrom Pica+Pixel "McDonalds' has created one of the recognizable brands in the world, but that doesn't seem to matter in their two new Quarter Pounder stores in Tokyo. The stores, packaging, and advertising are all devoid of the classic golden arches and red-headed Ronald."
About this curious switch, Investor Spot says:"Generic packaging, minimalist decor, a two-item menu - and not a clown in sight! That goes for the website as well. McDonalds Japan's dip into no-brand marketing comes as quite a shock to those who see the global burger master as the poster child for brand name advertising. Word is, curious customers are lining up to get into Quarter Pounder's stark black & red shops. When they finally squeeze through the door, menu choices can be arrived at by a coin flip: a Quarter Pounder with Cheese Set for 500 yen (about $5.15) or a Double Quarter Pounder with Cheese Set that goes for 600 yen (about $6.20). It's been noted by some that McDonalds burgers are smaller in Japan, so take that into account before judging whether either set is a good deal."
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sloane
Dr. Tantillo published a recent post on McDonald's on his marketing blog ( http://blog.marketingdoctor.tv ) in which 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: http://blog.marketingdoctor.tv/2008/11/15/brand-winners-and-losers-mcdonalds-and-government.aspx
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. http://blog.marketingdoctor.tv/2008/10/26/brand-winners-and-losers-dunkin-donuts-and-starbucks.aspx
AtHomewithKimVallee
There are lucky to not get the Big Mac, the most terrible burger in my book.
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