“On November 5th, a launch campaign began in Tokyo, with two McDonald’s locations in Shibuya and Omotesando being totally converted to ‘Quarter Pounder’ shops. The restaurants offer only two choices on the menu: a Quarter Pounder set for 500円, and a Double Quarter Pounder set for 600円. The interiors are minimal black, and feature Le Corbusier sofas. Interestingly enough, there are no discernable connections to McDonald’s: no golden arches, no Ronald. Japanese consumers are not likely to know exactly what a pound is, or a quarter for that matter, but no clues are even offered on the ultra-minimal Quarter Pounder website.”

1. fivebyfifty » QUARTER POUNDER.
2. NO LOGO, Naomi Klein.