In another campaign aimed at boosting fry consumption, McDonald’s Japan gave away red and yellow plastic French Fries holders for cars – an elegant solution for that age-old problem of digging (optimistically) into that McDonald’s bag for that last, loose, run-away fry. This is part of a campaign by McDonald’s Japan to establish its “core” menu in the consciousness of Japanese consumers, while continuing to introduce new items.
It’s a challenge in country where, according to the company’s executives, staples like the Big Mac are often overlooked for the next new burger. “Fries are a core product for McDonald’s and we wanted customers to revisit their deliciousness,” said Kokoro Toyama, a PR representative at the company.
“The environment is getting more competitive,” said Ro Imamura, an executive from McDonald’s Japan at the company’s corporate earnings press conference last month. Mr. Imamura acknowledged the rise in popularity of convenience stores and other fast food outlets such as Yoshinoya – which recently cut prices for their signature bowls of beef.
In a Japan suffering from two decades of stagnant growth, a new trend called “chushoku”– the practice of buying outside and eating at home — has been emerging as an alternative to “gaishoku” – or dining out. The convenience stores’ diverse product line-up has been helpful in pushing along this trend.
(The Wall Street Journal's Blog - Japan Realtime)