The case of the missing McDonalds

In 2008, McDonalds wanted to launch its well known quarter pounder sandwich in Japan, ending a long absence of meaty American-style sandwiches.

Given that Japanese consumers are some of the most heavily advertised to people on the planet, a conundrum presents itself. How to stand out and generate interest?

In November 2008 two McDonalds in Tokyo disappeared. In their place was Quarter Pounder. They had little decor except a black and red colour scheme and labelling and nothing to show they were part of the McDonalds empire. They were simply Quarter Pounder. Long lineups immediately ensued. Patrons had a choice of a two sandwiches that came in low-key very much not McDonalds packaging.

After two weeks the locations reverted to being empty spaces, and McDonalds launched the quarter pounder at its restaurants across the country. McDonalds had wanted to introduce the quarter pounder to Japan, and having two locations in prime shopping areas allowed them to generate buzz before the leases on the properties were due to expire.

What resulted was debranded advertising, word of mouth buzz marketing, viral marketing and of course, a sense of mystery. And it worked.