With the way the economy currently is, when people in Japan eat at fast-food places, it’s because they’re cheaper (more than the speed of the service or any other reason).
In Japan, the fast-food place that understands this best seems to be McDonalds. (I think this is the reason Wendy’s left Japan after thirty years here…because their prices were higher).
Right now, McDonalds Japan is running a 「福めくりポテト」 (“Lucky Decal Fries“) campaign.
If you buy a large-size French Fries, you’ll find a decal on the fries package. When you peel it off, the decal is a coupon that can be used to get a free hamburger, 「シャカシャカチキン」 (“Shaka-shaka” chicken), or a small Coca-Cola.
The decal will specify which of the three items you’ve won (you can’t choose from the three…it’s printed on the coupon which one it can be redeemed for), and the offer expires on 2010 February 28.
Every decal is a winner. So, if you play, you will get either a hamburger, chicken, or cola for free.
Also, if you buy a set-meal that comes with a medium French Fries, you can change them to a large Fries (so you can get a 「福めくりポテト」 (“Lucky Decal Fries“) campaign decal) for only an extra ¥40.
Tokyo Five 
I guess they decided to change this a bit.
Now, instead of a sticker of the fries package that tells you what you’ve won, McDonalds Japan just gives you a coupon if you purchase large fries.
The coupon can be exchanged for a free cola, chicken, or hamburger (your choice).
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McDonalds has done the value menu here in the US for a while, but everyone else quickly followed. (Burger King, Wendys, Taco Bell.)
Personally I do not shop at fast food for “value”. I’m a fast food junkie and will probably pay what they ask regardless.
I don’t understand the concept of a “value” restaurant price. If you’re really hard up for money, you shouldn’t be eating out at a restaurant anyway. You should be going to a “value” grocery store and buying food to sustain you for much longer than one meal. (Stepping off my soap box now.)
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I see what you’re saying.
But I, and many people (in Japan, at least), go to fast-food only for a coffee-break or a cheap lunch.
So, the ¥100 items are popular.
But if we go out for dinner or a “real” lunch (ie: not fast-food), of course we expect to pay more.
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McDonalds runs promos like that in the US all the time. It seems like all the fast food chains in the US are trying to be everything to everyone instead of trying to succeed at something that they are good at.
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When Japan’s economy was excellent, Japanese people didn’t think about price at all.
Quality was the determining factor in every purchase here.
So even fast-food chains didn’t have to worry about prices.
But now the economy’s not good and Japanese people only spend alot on important purchases.
Now fast-food is eaten to save money.
McDonalds was the first chain that seems to have noticed this.
In Japan, McDonalds has a ¥100 menu and ¥120 menu.
The things on these menus sell well.
And they also have free coffee refills.
Burger King and Wendys (before they closed down) tried to copy this successful idea…but their discount menus were very limited and their other items were priced so much more than McDonalds.
The Japanese fast-food chains (MOS Burger, First Kitchen, Freshness Burger, etc) don’t bother with discount menus because their menus are more “Japanese” and therefore they can always get customers here.
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I have to give McDonald’s credit though because they do their research very well and cater to the taste of their customers wherever their franchise may be located ..over here Ive not seen BK offering what McD offers like right now its coming to Chinese New Year and they are offering Prosperity Burgers and I do notice that they also offer congee in their menu too.
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Is Chinese New Years a big deal in your country?
Japan used to follow that calendar centuries ago…but now it’s not celebrated at all in Japan (except in “Chinatown”).
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Where I currently live Chinese New Year is pretty much a big festival to celebrate, the same goes for Christmas and Eid-El-Fitr, its very much a multicultural community.
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I had no idea what “Eid-El-Fitr” was…so I just looked at Wikipedia.
It’s a Muslim holiday. I see.
In Japan, all of the “legal” holidays are traditional Japanese holidays…but some American holidays (X-mas, Halloween, and Valentines Day) have been adapted—but not as legal holidays (ie: days off)—
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Its a shame to see a company that had established itself for such a long time decide to pack it up because they cant compete with the competition. Over here I’d say its McD vs KFC
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Yes, it is kinda a surprise that they’re leaving after three decades…but many foreign companies can’t compete in the market in Japan simply because they don’t offer what appeals to Japanese people.
For example, Dunkin’ Donuts and Burger King left Japan after setting up a small number of stores here (although, Burger King researched the Japan market and came back fairly successfully recently).
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