McDonald’s Japan apologized after the fiasco of a marketing campaign offering Pokémon cards in limited edition with the purchase of “Happy Meal” meals, causing long queues and indignation on social networks about food waste.
In a statement on Monday, McDonald’s acknowledged that there had been certain cases of“Massive purchases by customers, motivated by resale” led “To waste our food”. In Japan, the famous cards of “Pocket monsters” know a strong craze in both children and in some adults.
Launched Friday, August 8, the campaign of the fast food chain quickly skidded, with customers rushing to buy meals quantities only in order to resell cards at a higher price on online commerce sites.
« Unhappy Meal »
Social networks have been flooded with negative comments concerning long queues in McDonald’s restaurants, with unaccompanied photos showing plastic bags filled with burgers and unused fries.
Some maliciously evoke a campaign “Unhappy Meal” (in French: “sad meal”) in opposition to the famous “Happy Meal” (“happy meal”). The operation aroused many comments. “I couldn’t buy a happy meal for my daughter because of these people”published a user on X. “I am sure that there are adult fans of Pokémon who really want the cards, but these resellers are really embarrassing”complains another. “They go there [dans les restaurants] To collect them and then throw food … for what profit? »»regrets yet another.
Similar problems have already affected other McDonald’s campaigns in the past, including collaborations with manga series like Chiikawa. By announcing this last marketing campaign, the company had insisted that each person could buy a maximum of five meals. The fast food group said it was now looking for “Introduce a stricter limit” on future operations of this type.
“Any attempt to purchase beyond the authorized limit, to make the tail several times or to behave intimidating towards our staff” will result in a refusal to sell, said the company. The American giant has also promised to ask online commerce sites to take more effective measures against the abusive resale of these Pokémon cards.