No Brand Branding?
McDonalds Japan is testing out a new marketing/branding strategy, that can only be described as No Brand Branding. They have opened "Quarter Pounder Stores" in select locations in Japan. There is no mention of the name "McDonalds", no sighting of Golden Arches, and even the beloved Ronald McDonald is no where in site. Word is, that curious customers are lining up to see whats happening behind the stark black and red storefronts.
Once they are inside they only have 2 menu choices, 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 an interesting strategy that seems to play on the "intrigue" factor to get customer's through the door, but I'm not sure how effective it will be to get repeat business or to re-ignite customer's love affair with the Golden Arches.
Alana Dy
Alvin Diec
Becky O'Mara
Blake Howard
Craig Johnson
Dustin Britt
Jason Orme
John Bowles
Staci Janik
2 Comments
"This is brilliant. I would so much rather go to "Quarter Pounder" than McDonald's. It kinda reminds me of the very narrow positioning of Five Guys. http://fiveguys.com/"
- Craig Johnson
"This is the kind of positioning that companies like American Apparel, Muji or even your local restaurant, like Taqueria Del Sol, thrive on. The Quarter Pounder brand seems a little gimmicky on the surface, but what I do like about it is the focus on streamlining their offering. Having worked for a while with the food industry, it strikes me that oftentimes the most successful "brands" are the ones with a clear-cut (usually very small) product. It's what makes a place like California's In-N-Out generate long lines every day vs. a struggling brand, like Arbys, who are constantly switching their menu in pursuit of a hit."
- Alvin