It seems like McDonald's is trying out a new marketing strategy in Japan that has ninja-like stealth: no-brand, no Golden Arches, ... and even no clown!
Neil Duckett went to the fast food restaurant, simply called "Quarter Pounder" in Shibuya and took some photos: http://neilduckett.com/quarter-pounder-opens-in-shibuya-omotesando/ - via Inventor Spot
Mcdo actually tries out different styles of restaurants all over the world. I saw an interesting program about it on the Travel channel, or maybe the Food channel not too long ago.
They have a drive-thru for snow skis in Finland, I think. And a very chic one in the middle of Rome! Why not? They may want to upgrade their image in a few years...
It is a well-managed business.
The pictures of "Quarter Pounder" reminded me of Pei Wei ... black and red ... makes people feel at home and want to eat.
Is it healthy to eat there? no, of course not. But there are far worse problems then eating non-healthy food (e.g. not eating any food).
People eat there because they are lazy and don't give a hoot about their health. It's convenient and edible enough to make it a preferable option to people.
If you hate McDonalds don't just blame the corporation, but blame all the people who give them their money. PERSONAL RESPONSIBILITY, PEOPLE!
(Kinda reminds like that Nazi-themed bar from a few years ago... http://www.time.com/time/asia/magazine/2000/0605/southkorea.trouble.html )