Quarter Pounder: The Store! (part 2)

The McChronicles recently reported on a very focused store called QUARTER POUNDER. This very unique McDonald's has only two items on the menu: quarter pounder with cheese and double quarter pounder with cheese (you can also buy fries and beverages). There are 2 QUARTER POUNDERs, both in Tokyo.

Readers wanted to know WHAT? and WHY? So, The McChronicles investigated. Here is what we learned.

According to a plugged-in McDonald's insider, "This is creative buzz marketing. The CEO of McDonald's Japan is passionate about innovation, new thinking and breakthrough marketing."

The McChronicles' source added that McDonald's:

• is about to launch the quarter pounder as a McDonald's branded product (currently quarter pounders are not sold in Japan). This is pre launch buzz. The burger and the brand will soon be reunited.
• wanted to create a buzz around the burger and its name beforehand the product was launched.
  
• had two McDonald's restaurants in key shopping streets in Tokyo which are about to close due to their leases ending. So, for their final days they created the "Quarter Pounder Store".

It is very interesting to note that these stores are unique restaurants that have no McDonald's branding. McDonald's built up customer interest for pedestrians by putting up boarding with peep holes so people could see some of the activity going on inside. Then, when they finally pulled the boarding down there was a store selling nothing but quarter pounders; still with no McDonald's branding, even on the fry box that came with the meals.

The result was huge lines - and the quarter pounder became "the thing to try".

The McChronicles is told that the making of the link between this new hamburger and McDonald's will occur at the official launch.

The McChronicles: a blog about, not affiliated with, McDonald's
Images:

• quarter-pounder.net
  

• broccolicity.com