McDonald's Pokémon marketing campaign leads to significant problems in Japan - McDonald's Pokémon promotion stirring up problems in Japan
In a turn of events that has caused quite a stir in Japan, McDonald's recent Pokémon-themed promotion has led to a massive uproar due to excessive food waste and public outcry. The promotion, which started last Friday, was meant for children but attracted a different demographic – adults focused on resale rather than families.
The promotion offered exclusive Pokémon cards bundled with Happy Meals, causing an extreme demand and resulting in scalping. The card in question featured a new printing of Pikachu with a special McDonald's stamp, making it rare and highly sought after on resale markets, where it sold for over $600.
Thousands of buyers rushed to get their hands on the special card, causing chaos at McDonald's branches. The promotion was intended to last three days starting August 9, but ended after just one day due to "higher than expected sales" and the ensuing chaos.
Photos of plastic bags filled with uneaten burgers and fries from the "Happy Meal" sets have flooded online media, with many people buying multiple sets primarily to get the Pokémon cards and then discarding the uneaten food on the streets. Reports also surfaced of McDonald's employees illegally selling boxes of the cards, compounding the controversy.
McDonald's Japan has admitted to cases of mass purchases by customers for resale, leading to food waste or discard. In response to the backlash, the company has apologised, ended the promotion early, limited the number of sets per person for subsequent rounds, and eventually halted the card giveaways to prevent recurrence of the issues.
The fast food chain also plans to implement stricter limits on future "Happy Meal" purchases. Some customers have expressed embarrassment towards the resellers who are wasting food for profit.
The focus of the promotion remains on the collectible cards, not the fast food. While the "Happy Meal" set consisted of a burger, fries, a drink, and a fruit puree, it seems that these aspects took a backseat to the collectible card.
In an effort to combat online reselling, McDonald's also plans to enforce stricter measures against the practice. The uproar in Japan regarding the promotion continues, with many calling for more responsible marketing and consumer practices.
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