Posts Tagged ‘McDonald’s’

Marketing push for Hokkaido Shinkansen blasts off

Thursday, March 24th, 2016

Some of the new items promoting the Hokkaido Shinkansen.

Some of the new items promoting the Hokkaido Shinkansen.

Japan’s famous shinkansen bullet train is known around the world for its speed, efficiency and safety. Currently, people in Tokyo can take a bullet train all the way to Fukuoka on Kyushu island or to Aomori, at the northern tip of Honshu. But now the high-speed train network is taking it to the next level by extending its reach to Japan’s northern island of Hokkaido, letting consumers go from Tokyo Station to Shin-Hakodate-Hokuto Station in about four hours.

As Japan gets ready for the start of the new Hokkaido Shinkansen on March 26, many companies are launching marketing tie-ups — with some odd results. Here are a few of the campaigns on the fast track.

Tomix train set

New train toys modeled after the Series H5 Hayabusa? No brainer.

Tomix’s set comes with all 10 cars, and the interior can even be lit up. If you’d like to buy it outside of Japan, there are sets being sold on eBay.

Suntory beer

One of the best parts about riding bullet trains in Japan is being able to eat food on public transportation without judgment — huzzah! Ekiben, or train lunch boxes, are a given. Like a beer with that? No problem.

Let the conductor be the designated driver as you can pop a can or three of Suntory’s beer — same taste, new design. If beer is not your thing, Co-op Gurana is repackaging its soda with the Hayabusa train as well.

Lotteria meal

Fast food chain Lotteria is famous for creating food that could kill you, but this time they’re putting it inside a cute Hayabusa box.

A Shinjuku branch is selling meals wrapped up in the Hokkaido Shinkansen train that comes with a rib sandwich, fries and a drink. The meal won’t cost as much as a train ticket though as it’s only ¥1,000 and is available until May 31.

Calbee potato chips

Snack king Calbee is also taking a bite out of the shinkansen commotion with a line of bullet Hokkaido-inspired chips.

Calbee has three new flavors for potato chip fans — onion and salt, seaweed and mentaiko, and garlic and mayonnaise. The company has never shied away from strange new flavors, including its tuna-corn-curry flavor. If you can’t stop eating these addictive chips, you can always keep the bag shut with a Hayabusa stapler.

Acecook Ramen

It may take four hours to get to Hakodate, but it will only take a few minutes to warm up Acecook’s newest ramen.

The two instant noodles come in salt or soy flavors. The packaging also features the official Hokkaido Shinkansen mascot, Dokodemo Yuki-chan (Anywhere Snow-chan).

McDonald’s pie

The only thing faster than the Hokkaido Shinkansen is the food at McDonald’s. The venerable chain is releasing a line of sweets with nods to Hokkaido’s farming and dairy culture.

For a limited time, customers can buy its Hokkaido Milk Pie, a fluffy croissant filled with gooey goodness. It’ll also be packaged in a signature purple color to match the stripes on the Hayabusa train.

Sapporo Snow Festival

And bringing this marketing blitz back to where Hokkaido, this year’s Sapporo Snow Festival was decked out in ads featuring the new shinkansen line. There was even a huge snow sculpture shaped like a Hayabusa train that was lit up at night.

As the Hokkaido Shinkansen will be extended from Shin-Hakodate to Sapporo Station in 2030, the Sapporo Snow Festival — and Hokkaido itself — is bound to get a jump in tourists as more and more people head north.

Get a taste of spring with cherry blossom-inspired goods

Saturday, March 12th, 2016

sakuracombo2All of Japan will soon be in the pink as the country celebrates the sacred sakura with picnics and drinking sessions underneath the cherry trees

Part of the hanami tradition includes eating cherry blossom-flavored snacks, including classics such as sakura mochi. Now the number of sakura-themed goods are blossoming as more and more major corporations jump on board with their own snacks and items. Here’s a taste of some of the items on shelves now.


This season Starbucks isn’t roasting just coffee beans but cherry petals with its sakura chiffon cake. You can also wash down the sugary treat with even more sugar — either strawberry sakura lattes or strawberry sakura frappuccinos.

If you want to experience spring all year round, you can also pick up Starbucks’ cherry blossom-themed mugs and tumblers. Get a move on; these sell out fast.

Kimura Drink

Now that you have your sakura mug, why not fill it up with Kimura Drink’s sakura cola? This fizzy concoction contains the extract of real sakura leaves for an authentic taste of spring.

Worth noting that Kimura Drink has previously launched sodas with curry, tomato and wasabi flavors so they clearly know what they’re doing.

Suntory Chu-hi

If you want something with more of a kick, Suntory has got you covered with their sakura flavored chu-hi (a canned alcoholic drink consisting of shochu and fruit juice.)

Suntory’s chu-hi drink is made with real Sato Nishiki cherries and sakura liqueur. At 4 percent alcohol, it’s about half as strong as most shochu drinks, giving it a light, sweet and fragrant taste.

Sanktgallen beer

If sake or chu-hi is a little strong for your taste, you can always go with the more refined option of this sakura-mochi beer. This beer uses much less hops than your average beer and balances it out with flavors inspired by sakura-mochi — a traditional spring treat consisting of rice cake and bean paste wrapped in a cherry leaf.

This delicious beer is produced by Sanktgallen, a microbrewery based in Kanagawa Prefecture, who insists on using only the famous Takato cherry blossoms from Nagano Prefecture in its sakura beer brewing process.


In the past McDonald’s has released a sakura burger, but this year they are keeping it simple.

Available now are the sakura soda, sakura float and ume fries. While the soda is just what it sounds like, the fries are more interesting. Probably inspired by its successful chocolate fries, the side comes with plum powder, which should be put on the fries and liberally shaken.

Kit Kats

It’s well-known that Nestle saves its wacky flavors for Japan. In the past the company has created a variety of Kit Kat flavors ranging from pumpkin to, yes, cherry blossom.

This year it is trying something new with pistachio and raspberry-flavored Kit Kats that come in a spring-themed box along with a sakura keychain. The company says, naturally, that the new flavor is the “perfect” hanami treat.

Lindt Chocolate

For a more sophisticated sakura treat, Lindt is rolling out its sakura macarons. The treat is filled with a cherry puree ganache. Its special macarons are available until April 12 and the company’s Lindt Chocolate Cafes.

And if that wasn’t sweet enough, Lindt also has a white chocolate cherry ice drink. Its topped with white chocolate shavings and cherry syrup.

Calbee’s sakura butter chips

Sakura butter might sound like an odd flavor, but if you’ve ever had sakura shortbread cookies, then you’ve already experienced it. What does it taste like in the form of a chip? That’s for you to find out.

Calbee has never shied away from strange flavors as it has produced shrimp, pizza and okonomiyaki chips in the past.

Red Bull

In case you need some pep in your step at the hanami party, Red Bull has a Japan exclusive for you.

Its “spring” drink, featuring a bright pink can, will keep you out of a food coma. Grab a couple of these in case your party heads off to an izakaya once the sun sets.

Baskin Robbins

Baskin Robbins is doing something really special this time around. After a 24-year hiatus it is finally bringing back its sakura salted ice cream.

The ice cream contains real sakura leaves and a hint of sea salt to contrast the light, sweet floral taste. It’s available till the end of May, so stop by your local Baskin Robbins and scoop it up.

But wait! There’s more …

You’re sure to be a hit at the hanami parties if you show up in Nike’s sakura shoes. The modern kicks have a traditional look with prints that somewhat resemble suibokuga (Japanese ink wash paintings).

The sakura line is available as skate shoes, sneakers and even high tops. So whether you’re on a short jog or taking it to the courts, you can do it while decked out in your sakura swag.

Need to have that spring feeling wherever you go? You can bring sakura experience with Itoman’s cherry blossom toilet paper.

Itoman’s cherry blossom toilet paper.

Itoman’s cherry blossom toilet paper.

This sakura toilet paper is covered with sakura print, making your trip to the bathroom almost as great as a hanami party.

Happy hanami!

The last of the McDonald’s Jewelry

Wednesday, July 24th, 2013

Since we enjoy finishing what we start, here is our report on the third Jewelry Quarter Pounder from McDonald’s, the Ruby Spark…

My favorite number!

My favorite number!

Given our past experiences getting the Gold Ring and the Black Diamond,  I figured I could saunter down to the neighborhood McD’s around 10:30 and pick up this new one-day-only premium burger, no sweat. In reality, it required a lot of sweat, because when I showed up an employee came and said if I was hoping to get the ¥1,000 burger that the line cut off with the guy directly in front of me.

Shock and despair clouded my mind as I raced for the nearest subway station. I could think of any number of McDonald’s locations, but which one would be sure to have the goods? If my local and not-terribly-major location was sold out, could the entire country have run out? In less than 10 minutes?

If I felt a little silly getting off the train after one stop, I felt even sillier sprinting through the station; just imagine what people would think of me if they knew I was rushing in order to buy a McDonald’s hamburger!

The humiliation paid off. I received a number in a rather convoluted line (some people had cups with numbers written on them, others had plastic cards like me; numbers were not necessarily called in order), while anyone who showed up even a few minutes later was out of luck.

Continue reading about the Ruby Spark →

Limited-edition burgers, ep. deux

Wednesday, July 17th, 2013

For the second edition of McDonald’s “Jewelry” burger series, the company released the Black Diamond Quarter Pounder. While last week’s Gold Ring left us somewhat unimpressed, the Golden Arches’ latest was a different story. This time, a beef patty was sandwiched between two brioche buns, grilled onions and mushrooms, Emmental cheese and black truffle sauce. As before, the burger arrived gussied up in an oversize, ribbon-adorned bag. I could already smell that unmistakable truffle aroma. Inside, there were two pamphlets explaining the contents of this deluxe sandwich. The burger itself came in a foil-trimmed box.

The arrival

Uncovering the burger from its elaborate serving arrangement revealed a surprisingly appetizing aesthetic: melty cheese, symmetrical mushrooms and a nearly spherical bun. We’re talking darn close to the advertisements we’ve seen nearly everywhere with Mr. Honda encouraging us to “BITE!” Continue reading about the Black Diamond →

A Tale of Two Limited-Edition Burgers: Lotteria’s Twin and McD’s Gold Ring

Tuesday, July 9th, 2013

Limited-edition fast food campaigns are made to lure in people exactly like me. I just don’t really eat all that much McDonald’s. I’m not the kind of person who would rather starve than eat a flimsy cheeseburger, but I also need to avoid putting my system into salt shock by eating — what I admit — are pretty tasty fries.

The point for me is, when it comes to fast food, pursuing the novelty is the pleasure. Last week there were two very different novelties to pursue: Lotteria’s Twin Burger and the Gold Ring at McDonald’s.

It takes two

“Lotteria’s new Twin Burger is not to be confused with a double burger.” Rocketnews 24’s headline issued what to me was a clear challenge. “Not to be confused”? Why confuse a double burger with a sandwich that aligns a tartar-sauced, deep-fried shrimp patty with a two-tone cheeseburger on a long bun . . .  when you can make it a double burger.

Here is the curious oblong package you are handed at the register when you order the Twin Burger:

The partly unsheathed twin

The sheathed Twin

You could eat it like this and get the same 801 calories, but what fun would that be?

The unsheathed Twin

The unsheathed Twin

And so, armed with a straw, I began the dismantling process:


Soon, a new, more formidable burger emerged:


Quite frankly, I was intimidated. For starters, it was going to be hard to get it in my mouth without getting tartar sauce and cheddar grease everywhere. And then even once I managed to do that, what would it taste like?

“It has flavors,” I managed, after the first bite.


“Actually, it works fine. Surprisingly edible.”

And that’s when it dawned on me I had basically created a fast food surf  ‘n’ turf burger. In a way, it was anti-climatic.

The worst part was the aftertaste, but that has zero to do with whether you eat it horizontally or vertically. Unlike our next contender, the Twin is available through the end of the month (July 31), and for one coin (¥500) at that, so if you feel inspired to try this union of two popular Lotteria burgers, head on over. However, it would be a mistake to take this post as a recommendation.

Put a ring on it

On July 6, McDonald’s launched its one-day-only premium Quarter Pounder “Jewelry” series with the Gold Ring: a kaiser roll just barely wrangling two colossal slabs of smoky bacon, Monterey Jack cheese, a quarter pound of beef, and the gold ring itself, a round of pineapple. The slathering of BBQ sauce, featuring over 10 spices, makes this stack a slick mess. That said, it was quite the production number.

McDonald’s president Eiko Harada was quoted, “Other companies might be able to develop the same quality of food, but they can’t offer it at the price, scale or speed that McDonald’s can.”

Regardless of your thoughts on the rest of that statement, when ever-ready intern Eric and I descended on my local McDonald’s on Saturday we laid a flavor foundation picking at our fries for well over 10 minutes before our burgers finally came, so I’m not entirely sure if that was the speed he is referring to. In any case, they did  arrive (two of the 24 the location was prepared to purvey) with a bow and a prompt to examine the included documentation. The illustration on the card below was probably the best part of the whole meal.

The invitation

The invitation

Out of the bags, into the boxes. First slide obi-like wrapper off, then life the box lid up, remove the inner wrap:

The deboxing

The deboxing

The bacon made us shudder in terror. Neither of us were able to eat it all.


Thick enough?

I had Eric take the first bite:

Digging in.

“My first impression of the thing was pretty good,” he said. “The smoky bacon, soft Monterrey Jack and tangy BBQ sauce combined well. A few bites in, however, and certain ingredients got overwhelming. Notably, the bacon and pineapple. The former was just way too thick. I had to remove several pieces to get through the sandwich. And the pineapple made the burger tough to eat and was too sweet alongside the already sugary sauce.”


Inside the Ring

Allow me to loudly proclaim ditto on the bacon. These shields of pork can only be called such since they come from the same area of the pig’s belly. It’s really too bad, because I think the sandwich could have benefited from the crisp that (what many would argue) “properly” fried bacon would have brought. The sauce was less sweet than feared and even had a bit of kick thanks to those 10+ spices.

As Eric walked away, he said, “I’m a little disappointed in the Golden Arches,” but I felt nothing. The utter lack of necessity, combined with a flavor that ended up still tasting somehow like McDonald’s despite being completely new, bred neither love nor hate.

This food was not only fast but fleeting. July 6 was supposedly the only day the Gold Ring would be available, but Black Diamond day is coming up fast. Adventurous eaters ready for McDonald’s spin on a truffle burger should mark their calendars for this Saturday, July 13.

Watch this space.

KFC goes for finger-lickin’ health-conscious goodness

Friday, July 9th, 2010

KFC is set to debut a new health-conscious menu featuring Oven Roast chicken and an array of sandwiches at it's Shibuya-dori location.

KFC is set to debut a new health-conscious menu featuring Oven Roasted chicken and an array of sandwiches at its Shibuya-dori location.

Earlier this year McDonalds rebranded 13 of its stores in Tokyo locations, such as Shibuya and Roppongi, giving the inside and outside appearance of the stores a facelift, perhaps to better match their swankier Japanese surroundings. More recently, Nikkei Trendy is reporting that Kentucky Fried Chicken is undergoing a more drastic rebranding of its own, pitting the Colonel and his Christmas chicken giant against Ronald McDonald’s fast food empire.

The first KFC restaurant debuted in Japan in November 1970 in Nagoya and quickly gained popularity, riding a boom in Western culture that can be partially attributed to the Expo ’70, the World’s Fair held in Osaka. Since then KFC in Japan has become strongly connected with Christmas, thanks to a 1974 marketing campaign that was inspired by a group of foreigners who, unable to find turkey, decided to celebrate Christmas dinner with fried chicken.

KFC in Japan has long been forced to innovate to survive the cut-throat fast-food industry. With this new marketing campaign, however, KFC clearly wants wants to tap into the health-conscious market of women and young people. The centerpiece of their experimental “next generation” menu, available only at the Shibuya location, is Oven Roasted ChickenAdvertising material eschews french fries, giving the option instead of salad and tea. Included is a marinade sauce heavy on bell peppers. In addition to a variety of salads, the menu also includes a Brazer (ブレイザー) chicken fillet sandwich, a broccoli chicken roll and an avocado shrimp sandwich. This move to healthier fare is ironic given that the U.S. KFC is currently hawking the Double Down, a sandwich that replaces bread with two cuts of fried chicken.

KFC might be best served imitating Subway rather than McDonalds: The sandwich maker has been successful with vegetable-centric advertising.

KFC might be best served imitating Subway rather than McDonalds: The sandwich maker has been successful with vegetable-centric advertising.

Nikkei Trendy seems impressed with the new items and equally so with the décor, which is sleek and chic, not unlike the McDonalds changes. While the main opponent of KFC may be McDonald’s, the company might be best advised to look closely at the marketing campaigns of Subway. The sandwich maker has firmly established the fact that in Japan, Subway is about vegetables. The company name is always given as “Subway (of vegetables)” (野菜のSubway), and their slogan is “Put vegetables into every day” (毎日に野菜をはさもう). It is unlikely, however, that KFC’s changes will be able to match Subway’s commitment to freshness: On July 6, the company opened a new location called the Yasai Lab Marunouchi Building in the Marunouchi district of Tokyo. The “Lab” will feature organic vegetables grown hyrdoponically on-site. Fresh veggies from the in-store gardens will be available starting in October.

The Shibuya-dori KFC location will debut the new menu on Friday, July 9.


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