McDonald's Pokémon promotional efforts are experiencing a setback
In a recent turn of events, fast-food giant McDonald's has found itself in the midst of controversy in Japan, following a Pokémon Happy Meal promotion that resulted in food waste and scalping of trading cards.
The promotion, which offered a Pokémon trading card with every Happy Meal order, quickly became popular among collectors. However, the unexpected surge in demand led to the end of the promotion three days earlier than planned due to the overwhelming demand. This sudden termination left some children without the promised trading cards.
Customers in Japan, keen on collecting the exclusive cards, bought multiple Happy Meals, many of which were intended for resale. The resale of these cards online for high prices became commonplace, while the uneaten food was often discarded, leading to significant food waste and trash near stores.
In response, McDonald's Japan cancelled the Pokémon card promotion early and issued an apology, stating that this behaviour conflicted with their philosophy of offering fun dining experiences for children and families. The company aims to restore the Happy Meal’s original intent of promoting children’s well-being rather than encouraging resale or food waste.
To prevent such incidents in the future, McDonald's Japan plans to implement stricter purchase limits, prohibit online ordering of these meals, and may refuse service to customers not following the rules. The company also announced it will require online shops to take more effective measures against the resale of Pokémon trading cards.
The chaotic situation, including large crowds and food abandonment, led to McDonald's suspending related promotions and publicly committing to more careful future planning. Some users criticised resellers for throwing away food for profit, while others expressed frustration about not being able to buy Happy Meals for their children due to the long lines.
Each Happy Meal included a Pikachu card with a new design and another card from previous sets, making them valuable collectibles. The promotion in Japan caused a surge in demand for Pokémon trading cards, resulting in the chaotic scenes witnessed at McDonald's branches. Numerous photos of plastic bags full of uneaten burgers and fries were shared online, highlighting the extent of the food waste.
In light of these events, McDonald's has been accused of food waste, and the company has had to apologise. The fast-food giant is now working towards ensuring a more sustainable and fair approach to its promotions in the future.
[References] [1] NHK World (2021) McDonald's Japan cancels Pokemon card promotion due to food waste. Retrieved from https://www3.nhk.or.jp/nhkworld/en/news/20210826_38/ [2] The Japan Times (2021) McDonald's Japan cancels Pokemon card promotion due to food waste. Retrieved from https://www.japantimes.co.jp/news/2021/08/26/national/mcdonalds-pokemon-card-promotion-cancelled-food-waste/ [5] Reuters (2021) McDonald's Japan cancels Pokemon card promotion, blames resale for food waste. Retrieved from https://www.reuters.com/business/retail-consumer/mcdonalds-japan-cancels-pokemon-card-promotion-blames-resale-food-waste-2021-08-26/
- The Commission, mindful of the controversial situation surrounding McDonald's Japan's Pokémon Happy Meal promotion, may consider proposing stricter guidelines for promotions related to finance, business, social-media, entertainment, and pop-culture, aiming to prevent food waste and scalping of collectibles.
- Participating in the current debate, many are advocating for businesses like McDonald's to prioritize the responsible allocation of resources, especially during promotional events involving collectibles that might result in excess demand and food waste.
- In promoting responsible consumption practices, the entertainment sector, including companies like McDonald's, could adopt a refreshed approach to tie-in events, ensuring that their ventures not only boost business but also positively contribute to society by reducing food waste and preventing unnecessary product scalping.
