for what it’s worth

stories and stimulus from a consumer insight consultant

MCDONALDS GOES UNBRANDED IN JAPAN

McDonalds recently launched a campaign to bring the quarter pounder burger to Japan, which includes the converting of two of their locations in Tokyo into exclusive Quarter Pounder shops, but in an interesting move they are positioned under a completely new identity and as such are missing the McDonalds brand.

Instead of golden arches these restaurants have a sleek, minimalist black interior with Le Corbusier sofas, red and black packaging, and a style quite unlike any other of the company’s previous refits. The menu consists of single and double Quarter Pounders only, a new name for the Japanese consumer and one that McDonalds are very cleverly promoting. The temporary brand silence is carefully undeceptive, encouraging consumers to find out more- a competition running alongside the launch asks applicants to name the fast food chain who launched the Quarter Pounder in Japan and win a sightseeing trip to America.

A clever little viral without going down the over-used pop-up route, and one that seems to have gained a fair amount of attention at its rather exclusive-styled opening events.

via FiveByFifty

Quarter Pounder website

Filed under: clever promotion, ,

MCDONALDS GETS A FASHION MAKEOVER

mcdonalds fashion

First it was new designer chairs and muted colours, now McDonald’s in the UK have decided that the staff themselves need a design overhaul and have replaced the brightly coloured uniforms of the burger-flippers of yore with a smarter, sleeker range of designs by UK design institution Bruce Oldfield.

From Brand Republic:

McDonald’s is providing its staff with a new range of uniforms designed by Bruce Oldfield, famous for dressing Princess Diana, Jemima Khan and Sienna Miller, in an attempt to appear more upmarket.

The old outfit’s bright colours have been replaced with more subtle shades of black, beige and brown for the air-hostess style uniforms.

Female management and front of house staff will wear high heels, pencil skirts and scarves, male counterparts will have suits, and the staff who serve the food will wear polo shirts, all in similar colours.

The new uniform will appear in the UK next month for all 67,000 workers to complement the company’s restyled restaurants, at a cost of £2m. McDonald’s said that the clothes made staff feel more confident and customers respect them more.

David Fairhurst, chief people officer at McDonald’s, was reported in The Guardian to have said: “We’ve been on the journey of confidence. And part of that confidence will come from having the staff feel good in their uniforms. “The new uniform reflects how there is now a more upmarket feel to the business. You still have the value meals but there are also the premium ones, and these uniforms give a more premium feel.”

Oldfield said that it had been fun to design the “contemporary look” for employees at McDonald’s and that he had come up with a design that is practical and stylish.

Brand Republic: McDonald’s aims for premium image with designer uniforms

Filed under: Uncategorized, ,

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