McDonald's no-brand Quarter Pounder restaurants 11 Nov 2008

McDonald's has recently opened a number of brand-free restaurants in Japan. As you can see from the picture above, there are no golden arches; no Ronald McDonald and chums; no Happy Meals; and not a Big Mac in sight. In their place, a simple name ("Quarter Pounder"); a two-item menu (you can order either a Quarter Pounder or a Double Quarter pounder, and that's it) and a minimalist red-and-black interior design.

What's driven McDonald's to take this unusual step? No one seems to be sure - although perhaps it's got something to do with the bad press the chain has been receiving of late in relation to the "healthiness" of its food (?) Either way, as a marketing exercise, it appears to be working. Word on the street is that customers are queuing up around the block at these outlets.

See also:

• McDonald's "Open All Night" ad
• McDonald's vs. Line Rider
• Customer experience - super-sized
• I'm lovin' S
• McMindgames!
• McDonalds wants to see "McJob" unemployed
• Internet '96
• Proof of the power of branding
• Ordering a Big Mac by RFID
• Beauty and the beast
• Happy Pills

[via InventorSpot]