McDonald’s is running in Japan with a reception of such caliber for his Happy Meals that he is being forced to cancel promotions early. First with letters from ‘Pokémon‘And then with dolls from ‘One Piece’the traditional gifts of their children’s menus are being grass of collectors that are generating A crisis not only foodbut also of image.
What happened. This last August McDonald’s He has been forced to cancel a promotion: They gave cards Pokémon with his Happy Meal, but franchise collectors were presented at restaurants to buy large amounts of menus, interested in the cards and with the intention of reselling them, as collected a company statement. Then they got rid of food, which led to a “massive food waste”, only three days after the start of the campaign, on August 11.
Some solutions. To solve the problem, before the definitive cancellation of the promotion, McDonald’s established a maximum of purchases per person, but the collectors raffled the ban on tail several times. The hamburger chain also asked the country’s online sale platforms that they did not accept, or at least they will limit the Pokémon cards to carry the McDonald’s seal. None of that was enough and forced the chain to suspend the promotion in record time.
One Piece, again. The phenomenon It was repeatedin a very short time, with ‘One Piece’. The popular anime series was going to be subject to the next promotion of Happy Meal, but seeing what happened with Pokémon, the chain has momentarily canceled the campaign, which would have started on August 29. McDonald’s is facing a dilemma: to make toys attractive enough to sell hamburgers, but not so much to generate problems.
It is not the first time. Pokémon may seem almost isolated (after all, according to experts, We talk about the object collectable more expensive in the world. But it is not the first time that this happens to McDonalds, which has already been seen in similar situations on other occasions: the K-Pop group BTSFor example, launched a menu in 2021 in 50 different countries. In some as Indonesia there were problems of minor stocks and disturbances. In 2015, on the occasion of the 50th Anniversary of the Independence of Singapore, McDonald’s launched some hello kitty dolls in limited edition, dressed in typical costumes of the country, which caused very long queues and existent problems.
Finally, and leaving Asia, in the United States in 2022 McDonald’s announced a menu In collaboration with the urban clothing brand Cactus Plant Flea Marketwith four characters dressed in firm’s clothes. On the same day of the launch the menu was already exhausted.
China is guilty (says Japan). There is another example of frustrated promotions that has a lot to do with it: in May of this year, McDonald’s canceled a Happy Meal promotion where they included dolls from the ‘Chikawa’ manga series. They disappeared in hours And the chain detected that it could be due to the posterior resale among collectors, in fact also observed that it was organized purchase networks.
According to Some clients came to comment on social networksthey were Chinese resellers who used the orders via mobile to exceed the maximum of four orders per person that allowed McDonald’s. Many of the Happy Meals items later appeared, in effect, on China’s sale and collecting websites.
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