Have you ever thought about what McDonald’s would look and feel like without all the branding gimmicks? Well, if you live in Tokyo, Japan, you might be able to experience a de-branded McDonald’s first hand.
Imagine this: a menu with two choices only. Minimalist furniture and decor with a black and red theme that is carried into the stylish uniforms of the employees. No creepy McDonald’s statues, Happy Meals, super sizing or apple pies. Not even a mention of the McDonald’s brand name!
I am talking about Quarter Pounder, a new store by McDonald’s Japan that is testing the idea of rebelling against its ubiquitous brand name by stripping all the unnecessary bits and offering people a stylish minimal alternative.
Simply titled, Quarter Pounder, the store offers only two set choices: Quarter Pounder with Cheese for ¥500 or Double Quarter Pounder with Cheese for ¥600.
The long lines of people at the opening of the store bode well for the idea, but we have to wait and see how well it will do on the long run. After all, unless you and your friends agree on what to order, one of you might be going to the Quarter Pounder while the other goes for the Big Mac store.
I have to say that I used to hate McDonald’s, but since I started writing for Trend Hunter and have seen the creative campaigns they come up with, I’m Lovin’ It.
Mega Unbrandings
McDonald's Abstract ‘Quarter Pounder' Store
Trend Themes
1. Minimalist Menu - The concept of offering limited choices on the menu and focusing on simplicity and quality could disrupt the fast food industry by catering to consumers who prefer a minimalist experience.
2. De-branded Stores - Removing all branding elements and creating a unique, stylish atmosphere could offer disruptive innovation opportunities for companies looking to appeal to consumers who seek an alternative to traditional branding tactics.
3. Rebelling Against Branding - The idea of rebelling against a company's ubiquitous brand name and offering a stripped-down, minimal alternative could be a disruptive innovation in the retail industry by catering to consumers who desire a unique and nontraditional shopping experience.
Industry Implications
1. Fast Food - The fast food industry could explore the trend of minimalist menus to cater to customers who are looking for simplicity, quality, and a streamlined dining experience.
2. Retail - In the retail industry, experimenting with de-branded stores can offer disruptive innovation opportunities for companies willing to create unique, stylish environments that appeal to consumers seeking an alternative to traditional branding.
3. Hospitality - The hospitality industry could consider rebelling against traditional branding by creating minimalistic establishments that provide a stripped-down, stylish experience to attract customers looking for a nontraditional hotel or restaurant experience.