Mysteriously in early November 2008, a fast-food restaurant appears in two locations in Tokyo called Quarter Pounder. With a minimalistic decor; stark black and red interior color and all fixtures and furniture removed, giving a lounge atmosphere. As word got out, curious customers lined up in long lines to get a try of this mysterious menu. Only two choices were offered: Quarter Pounder with Cheese or a Double Quarter Pounder with Cheese, both as a value meal with a Coke and fries.

Interestingly, this marketing strategy was for McDonald's Japan re-introduction of the Quarter Pounder burger back into the regular menu. The two specially located restaurants in Tokyo were only around for just two weeks before being transformed into the easily recognized McDonalds. The Quarter Pounder has not been available in the Japanese McDonald's restaurants for almost 30 years.