QUARTER POUNDER + McDonalds + TOKYO, JAPAN

Tokyo’s current trend of taking fast food chains and cafes and rebranding them into high-end luxury versions of their former selves has taken a horrible turn this day. While brands such as Mr. Donut get it right with “and on and,” McDonalds has pulled a fast one with their new “QUARTER POUNDER” brand fast food chain. Their website is sleek, simple, two colors with big photos. Their packaging also sleek, no-obvious-brand stylish. From outside it looks like McDonalds is offering a high end lunch alternative in a luxurious environment. Leather chairs, leather tabletops, jet black walls, minimal design.

Minimal. The menu consists of only two items. Quarter pounder, or double quarter pounder. Make your selection, then select from ONLY three drinks. Coca Cola, Coca Cola Zero and hot coffee. That’s it, those are the only two choices you will make. As well, those are the only two customizable elements in the entire restaurant. There are no ketchup or mustard packets. As Burger King would say, “have it your way,” McDonalds has taken it in the reverse and removed all choice, including the smiles from the staff. That’s right, McDonalds Japan is famous for smiling staff. Not QUARTER POUNDER. No one smiled, not even once. It was more of a demanding experience, the staff pointed at the menu and repeatedly asked for our selection.

It was exciting, the buildup of walking through the sliding doors, sitting in the posh leather chairs. The meal itself, It’s just a quarter pounder. That’s right, JUST a quarter pounder, and no lettuce! While every other chain in Japan is listening to it’s customer base, McDonalds has decided to trick them instead and serve the same crap, repackaged in a high-end disguise. Even the French fries were regular, oily McDonalds fries. Nothing different, nothing special, and no choice!

In my friend’s own two-word review, “shit sandwich.”

If McDonalds is your thing, go for it. Be warned though, there’s nothing to try, it’s JUST a quarter pounder with fries and a three item drink menu.

(1 votes, average: 2 out of 5)

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