McDonald's Japan Takes Action Against Happy Meal Resellers

In an effort to avoid a repeat of past chaos, McDonald's Japan is implementing strict controls on its Happy Meal promotions.

The latest Sanrio Happy Meal features beloved characters such as My Melody & Kuromi and comes with toys including a Plarail toy and a book featuring Cinnamoroll.

These precautions follow the disorder observed during a prior Pokémon Happy Meal event in August.

On the second weekend of August, a frenzy ensued as Pokémon enthusiasts and opportunists swarmed stores eager for exclusive McDonald's Pokémon trading cards. The scenario led to arguments, substantial food waste, and profits for scalpers.

Preventative Measures for Sanrio Launch

To tackle the issues, McDonald's now restricts purchases to in-store buying only—eliminating mobile, drive-thru, and delivery options.

Furthermore, a cap of three Happy Meals per group has been imposed, with repeated transactions forbidden.

Previously, some customers reported ordering twenty Pokémon meals each due to no restrictions. Priced at 500 yen, these meals triggered a resale market surge on Mercari, Japan's prominent online resale site, sometimes fetching six times their retail price.

Despite such regulations, resales still surfaced as evidenced by new listings of Sanrio-themed toys on Mercari shortly after their release.

Commitment to Reducing Waste

McDonald's emphasized that it disallows any form of food wastage and unauthorized transaction of Happy Meals.

The company firmly stated that purchasing for resale or profit is not permitted, nor is ignoring the prescribed guidelines.

Lessons from the Past

Overzealous promotions have previously spiraled out of control, evidenced by the popularity of its BTS meals in 2021 and the Hello Kitty collectibles in Singapore back in 2015, resulting in excessive crowding.

Marketing expert Kieran Gibb remarked that the Pokémon event likely tarnished McDonald's image among Japanese consumers who value social propriety and minimizing waste.

Notably, the company’s stock has appreciated approximately 6% within the past year, perhaps reflecting ongoing consumer engagement despite past mishaps.

Attempts to reach McDonald's representatives for comments were unsuccessful.