In 1977 the first drive-in McDonald's in Japan appeared; today, two-thirds of the new branches follow that design. Before the advent of McDonald's co. Japan, there was no concept of "fast food" Few Japanese restaurants were as clean as McDonald's, nor was there a chain of restaurants serving staple meals at reasonable prices. "We are very proud of the fact that we developed a new restaurant concept the Japan never had before," said a company spokesperson. The new style is now widely accepted, no doubt because of the firm's dedication to qualities demanded by consumers