Struggling to boost profits amid increased competition, McDonald's is adding a new item to its menu in Japan: the shrimp burger.
The ¥270 (US$2.40) burger, shown to reporters yesterday and set to go on sale this month, is the latest effort by the Japan unit of the US fast-food chain to win over Japanese palates -- and spark sales.
McDonald's Japan is also testing other additions, including chicken salad and yogurt.
PHOTO: AFP
The hamburger chain with more than 3,700 stores in the world's second largest economy has tried everything from tofu burgers to advertising blitzes to coax diners back to the Golden Arches after the company posted a loss in 2002 amid the mad cow scare.
"Many people who used to come to McDonald's had stopped coming, but they're coming back," said Eikoh Harada, who took over as chief executive last year.
Profits at McDonald's Holdings Co (Japan) Ltd, about 50 percent owned by the US McDonald's Corp, have been gradually recovering since its first loss in 29 years in Japan.
Although McDonald's uses Australian beef unaffected by mad cow disease, the fatal brain-wasting ailment, Japanese consumption of beef -- and Big Macs -- dropped sharply at the time.
Yesterday's news conference, held at a McDonald's in Tokyo, included taste-tests of recent menu offerings such as a grilled chicken sandwich and yogurt with granola -- all a change of pace from the Big Mac.
The shrimp burger developed especially for Japan is a bit similar to the Filet-O-Fish, except it's filled with shrimp.
Harada defended his decision to introduce the ¥100 items, including the cheeseburger, as critical to coaxing people back to McDonald's.
In the US, McDonald's offered 99 cent Big Macs, but the discount menu has shrunk and salads can cost US$5 or more. The new chicken salads in Japan, which aren't offered at all stores, cost ¥450.
Senior Vice President Pat Donahue, Harada's predecessor, who oversees the US-Japan partnership said he had faith in Harada and a solid revival takes time.
"He's clearly turned that decline around," Donahue said. "To permanently turn our business around and have sustained profitable growth requires rebuilding a foundation for our business."
SECURITY: As China is ‘reshaping’ Hong Kong’s population, Taiwan must raise the eligibility threshold for applications from Hong Kongers, Chiu Chui-cheng said When Hong Kong and Macau citizens apply for residency in Taiwan, it would be under a new category that includes a “national security observation period,” Mainland Affairs Council (MAC) Minister Chiu Chui-cheng (邱垂正) said yesterday. President William Lai (賴清德) on March 13 announced 17 strategies to counter China’s aggression toward Taiwan, including incorporating national security considerations into the review process for residency applications from Hong Kong and Macau citizens. The situation in Hong Kong is constantly changing, Chiu said to media yesterday on the sidelines of the Taipei Technology Run hosted by the Taipei Neihu Technology Park Development Association. With
CARROT AND STICK: While unrelenting in its military threats, China attracted nearly 40,000 Taiwanese to over 400 business events last year Nearly 40,000 Taiwanese last year joined industry events in China, such as conferences and trade fairs, supported by the Chinese government, a study showed yesterday, as Beijing ramps up a charm offensive toward Taipei alongside military pressure. China has long taken a carrot-and-stick approach to Taiwan, threatening it with the prospect of military action while reaching out to those it believes are amenable to Beijing’s point of view. Taiwanese security officials are wary of what they see as Beijing’s influence campaigns to sway public opinion after Taipei and Beijing gradually resumed travel links halted by the COVID-19 pandemic, but the scale of
A US Marine Corps regiment equipped with Naval Strike Missiles (NSM) is set to participate in the upcoming Balikatan 25 exercise in the Luzon Strait, marking the system’s first-ever deployment in the Philippines. US and Philippine officials have separately confirmed that the Navy Marine Expeditionary Ship Interdiction System (NMESIS) — the mobile launch platform for the Naval Strike Missile — would take part in the joint exercise. The missiles are being deployed to “a strategic first island chain chokepoint” in the waters between Taiwan proper and the Philippines, US-based Naval News reported. “The Luzon Strait and Bashi Channel represent a critical access
Pope Francis is be laid to rest on Saturday after lying in state for three days in St Peter’s Basilica, where the faithful are expected to flock to pay their respects to history’s first Latin American pontiff. The cardinals met yesterday in the Vatican’s synod hall to chart the next steps before a conclave begins to choose Francis’ successor, as condolences poured in from around the world. According to current norms, the conclave must begin between May 5 and 10. The cardinals set the funeral for Saturday at 10am in St Peter’s Square, to be celebrated by the dean of the College
RSS