McDonald’s has found the Japanese market to be challenging and dynamic. Their early
marketing strategy emphasized the appeal of US style products. This approach was successful at
first, but has experienced difficulties more recently. McDonald’s initially used a low price
strategy and that was not well received in Japan. Although the market was very price sensitive,
it was also susceptible to fashion and trends. In response, promotions have been used to attract
and hold the interest of the younger generation. For example, various mega burgers have been
offered for a limited time only. The company also used a creative and bold strategy to tout the
future release of a “top secret” sandwich. A select few high-profile stores were temporarily
closed and re-opened with the top secret burger – the Big Mac, which was not available at other
McDonald’s in Japan. One of the few items unique to Japan which has consistently remained on
the menu is the teriyaki burger.