McDonalds closed their Omotesando location a few weeks back and replaced it with a big sign reading TOP SECRET and a silly foreigner in ill-fitting black suit and bad sunglasses. (He was the bodyguard.)
Today, two mysterious new restaurants opened in Shibuya and Omotesando called Quarter Pounder offering only two options: a Quarter Pounder with Cheese meal set and a Double Quarter Pounder with Cheese meal set.
‘Tis McDonalds behind the scheme, of course. Perchance they wanted a more interesting way to bring the iconic American hamburger variety to Japan instead of just throwing it on the menu next to the MacFlurry. My guess is that long lines will form, sucking the energy from H&M and Krispy Kreme. So much excitement for the most ubiquitous fast food chain already dominant in Japan! Viral marketing will probably work this time around, and judging from the Néojaponisme-esque limited color palette of black and red, probably did not even cost so much to do.