Ok, so “the unbranding of McDonald’s” may be a bit of an exaggeration (and yes, I know unbranding is not a real word), but the fast-food chain took a small step in that direction when it recently opened two test stores in Japan. Instead of introducing the McDonald’s classic quarter pounder to the menu at traditional McDonald’s restaurants, they’ve created Quarter Pounder stores. What’s on the menu? You guessed it. Only quarter pounders. And possibly even more surprising, both stores and all packaging are without the iconic golden arches.
Get the first-hand story from the Neil Duckett blog and check out the minimalist Quarter Pounder Web site.
