As self proclaimed burger aficionados, coolography has a soft spot for the old imperial quarter pounder. At a sufficient pre-cooked weight to satisfy most people’s hunger, it can be easily doubled up and added with cheese for those looking for something a bit more substantial.

McDonald’s, as classic an institution it is, is perhaps pretty low on our list for a burger fix; its patties are often dry, buns limp, and assembled with no heart. But when necessary, the McDonald’s quarter pounder is tried and tested and often the wisest pick amongst the multitude of limited edition gimmick sandwiches.

Facing a backlash in recent years for the health risks associated with a diet of fast food, McDonald’s has undergone a significant rebranding to position itself as an upmarket and healthier destination. The latest rebranding is, in essence, an unbranding. In Japan McDonald’s has launched two new restaurants, each one dedicated solely to the quarter pounder.

In here there are simply two options:

The quarter pounder with cheese.

And the double quarter pounder with cheese.

The minimalist decor, black and red colour scheme, absence of branding aside from the quarter pounder type… the restaurants are miles away from the happy meals, lurid mascots, and bright yellow brand marks associated with the McDonald’s of old.

Already the stores have people queuing around the block simply to try a McDonald’s quarter pounder, which is essentially no different to ones you could find in any other McDonald’s chain. Marketing genius? Perhaps. Coolography is already contemplating visiting a McDonald’s just to remind ourselves just what the fuss is all about.

Quarter Pounder

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