McDonald's Unbranding

"Imagine this: a menu with two choices only. Minimalist furniture and decor with a black and red theme that is carried into the stylish uniforms of the employees. Not even a mention of the McDonald’s brand name! Quarter Pounder is a new store by McDonald’s Japan that is testing the idea of rebelling against its ubiquitous brand name by stripping all the unnecessary bits and offering people a stylish minimal alternative. Simply titled, Quarter Pounder, the store offers only two set choices: Quarter Pounder with Cheese for ¥500 or Double Quarter Pounder with Cheese for ¥600."from: Trendhunter