Mc Donalds Japan goes premium

Premium products are currently all the rage in Japan. Mc Donalds is no exception, and seems to be quite successful with the Ebi Fillet-O, a fried prawn sandwich with a relatively high price tag of 270 Yen. It was introduced in autumn 2005 and is reportedly a success especially with younger women, while the model used in the campaign is a hit with the younger male demographic.

For McDonalds, this seems to mark a turn away from the discount strategy of the“100 Yen Campaign” where a whole menu of items was offered for the price of 100 Yen each, and a new focus on premium products with a higher value-added.