No Clowns, no happy meals option, no hunger slogans, no long menu combinations – Mc Donalds Japan has removed everything from their menu including their very own brand name! This is the best example of no-brand and viral marketing. Let the name of the product spread silently like a computer virus across homes. No need ride on brand name. But will it work?

New Mc Donalds joints in Japan are called Quarter Pound shops. These new red and black décor shops offer only twin options on their menu – Quarter Pounder with cheese and Double Quarter Pounder with cheese. Fries and coke are included with each meal set. Choices are limited and simple. Hope burger under the wrappings has the same brand taste.

Intentions behind this no-brand strategy are not clear. Either they want to cash on curiosity of customers and let hidden brand name spread through word -of-mouth or they want to re-invent themselves totally and try something new. Minimalist approach is a good deviation from their usual aggressive marketing. Also it’s an intelligent way to cut down costs without compromising on quality of the product.

Move over clowns, it’s time for serious business!

via Inventorspot/Neojaponisme