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Mega Unbrandings

McDonald's Abstract ‘Quarter Pounder' Store

— November 12, 2008 — Lifestyle
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.