What is happening to McDonald’s? Is the brand going bananas, or is it about to make the smartest move ever?
From RocketNews24: ‘McDonald’s Japan recently unveiled the Quarter Pounder Jewelry series of premium high-class burgers, laughing at your conventional definition of fast food. But at 1,000 yen (US$9.93) without fries or soda, and including quality ingredients such as truffle sauce, pineapple, or chorizo, these fancy burgers are unusual menu items for a fast food chain.’
TAXI – The Global Creative Network reports: ‘To match up to the quality of the premium burgers, the fast-food giant also packed them in exquisite-looking minimalistic packaging.
As opposed to its brown paper bags, McDonald’s used glossy white paper bags—much like those you’d receive when you shop at fancy branded outlets—that were printed with “golden arches” in gold foil on the front.
Each burger was also wrapped with a gold-colored paper sleeve, and placed in a luxury-watch-box-packaging lookalike of a glossy white paper box.
Would you pay more for McDonald’s if they used quality ingredients and posh packaging? Or is this just decadent?’
Here’s one of the comments left by the users: ‘This is a prime example of putting lipstick on a pig…’
And a collection of pictures of said luxury junk delicacies.
This is what they look like in real life, anyway.
Meanwhile, in France, the new ad campaign features close-up photos of chips, a Big Mac, a Filet-o-Fish, and other products. No text. No copy. No logo. Nothing but the product.
“Minimalistic” is the word.
A concept that is growing popular, recently, especially when it comes to luxury brands. As a great article – ‘the Rise of the Unbrand’ – on the Harvard Business Review puts it, ‘Today, some major mainstream brands are even removing their logos voluntarily. Take Selfridges & Co. The UK-based company was voted Best Department Store in the World at the Global Department Store Summit in 2012. With stores in London, Birmingham and the Manchester region, they are experimenting (and succeeding) with a very counter-intuitive brand strategy of creating silence. As part of their “No Noise” initiative, they’ve launched something called The Quiet Shop, a store-within-a-store for which some of the world’s most respected brands have actually removed their logos. These “de-branded products” includes the very-well-known brands Levi’s, Creme de la Mer and Beats by Dre — just without their signature logos.’
So, is McDonald’s trying to appeal to Gen Y – which, as we said elsewhere, lives and loves the paradox of the concepts of luxury and junk, sort of Apollonian and Dionysian dichotomy – and reinvent itself as a thoughtful and decadent luxury brand, or have they just lost the plot?
Talking about junk food, Japan and decadent stuff, this photo was posted by a Burger King employee, who was fired after it went viral. There is the allure of capitalism, a crucifixion that reminds us of Mantegna and Guido Reni, the sadness of post-Marxism, and a bucket full of God knows what, here.
And here’s the good old junk approach: no vain ambitions, no frills, no exotic dreams of luxury and pineapple in burgers, just the ultimate Call to Action – “Got a couple of bucks? Good, come here and give it to us.”
What do you think?
Appnova’s new HQ is in Covert Garden. We absolutely love it. Covent Garden is like ice cream – you’ll never get tired of it.
Here’s a series of interesting and unusual facts about Covent Garden.
In 1632 the 4th Earl of Bedford, Francis Russell, commissioned the renowned architect Inigo Jones to develop the area into a luxury neighborhood. Heavily influenced by Italian piazzas, Jones created London’s first public square, surrounded by arcaded buildings and dominated by the church of St. Paul.
The first sandwich ever eaten by that name is claimed to have been consumed in the Shakespeare’s Head in Covent Garden by the Earl of Sandwich, in 1762. Sandwich was a keen gambler who when snacking at the gaming tables had his meats put between slices of bread to keep his fingers (and the cards) free from grease.
Eliza Doolittle, the central character in George Bernard Shaw’s Pygmalion, is a Covent Garden flower seller.
A lock of Mick Jagger’s hair is up for sale at auction house Bonhams next month with a guide price of between $2,400 and $3,000. Mick Jagger’s hair was snipped from his mane in the early 1960s and kept by relatives of one of his first girlfriends, Chrissie Shrimpton, a Covent Garden secretary he famously dated while a student at the London School of Economics.
And here’s a series of great images, nicked from “Old Covent Garden: The Fruit, Vegetable and Flower Markets” and “Covent Garden Then & Now”, both by Clive Boursnell.
About this photo, Clive Boursnell says: “Everything was on the move: the ever-changing colour of the light, the kaleidoscope of shapes…Then a blast from a truck’s horn, a voice from a cab window: ‘Out the fuckin’ way, dreamer boy.'”
What do you think?
‘Show me a hero and I’ll write you a tragedy.’ – F. Scott Fitzgerald
There is something weird going on in Dubai – thousands of luxury cars sleep in the streets, collecting dust, victims of the decadence of a society in which money stones more than any other psychotropic substance.
(Ferrari F40, 1,315 were manufactured in total)
Jon Moy explains – with rather strong words – the situation: ‘Evidently even Dubai, a city I thought was literally dripping in wealth, has been hit hard by the economic downturn. And by “hit hard,” I mean rich motherfuckers are abandoning their cars to avoid defaulting on their loans. Defaulting or even bouncing a check is a criminal offense in Dubai, so mad people are just driving their cars to the airport or wherever and leaving them there indefinitely before skipping town.’
(DeLorean DMC-12, as seen in the Back to the Future trilogy)
(Jaguar XJ220. Just 275 cars were produced)
Another article, published by The Daily Mail, titled ‘Dumped in Dubai: The luxury high performance cars left abandoned by British expats who fear being jailed because of debts’ reports that more than 3,000 cars were found abandoned last year.
Why does this happen? As Business Insider puts it: ‘Under Sharia law which is observed across the Middle East, non-payment of debt is a criminal offence. As the UAE has no bankruptcy laws, there is no protection for those slipping into debt, even accidentally. There have been cases of foreigners being prevented from leaving the Emirates after being blacklisted for simply missing a credit card payment or bouncing a cheque.’
The saddest of them all is a $1.6 million Enzo Ferrari, one of only 349 made. The owner had racked up fines and speeding tickets that ended up being thirty thousand bucks. Instead of paying, he fled the country. Legend.
What do you think?