People didn't know there was going to be a new product so it created a lot of suspense. Ahead of its launch, McDonald's Japan fired off a cryptic tweet that caused a stir among Twitter users. The buns are made from homegrown rice and are glazed with a savory soy sauce that McDonald's says will allow consumers to "enjoy the usual burger taste while enjoying the exquisite … A few Japanese rice farms offered to become McDonald’s suppliers. All times are ET. "We had more and more customers saying they wanted to eat rice for dinner, not bread, and that's why we wanted them to enjoy the McDonald's rice burger," said Toyama. \ #ごはんバーガー 新発売❗️/ Why the world's largest ice cream company is betting on home delivery, Internet mocks McDonald's new meatless burger, This company is giving away bacon-scented face masks, People are brewing fancier coffee at home. Even the advertising campaign slogan “gohan dekita you,” which can mean both “dinner is ready” and “the rice is ready” in Japanese, was created with a specific emotional appeal to hungry diners. Factset: FactSet Research Systems Inc.2018. Look, I’m not saying I just looked up flights to Japan because of the new burgers. Disclaimer. Copyright © 2020 by WTOP. Except for slight changes in the menu, other differences emerged between McDonald’s US and McDonald’s Japan. McRice refer to a rice burger with rice replaced bread, which was/is available inrestaurants McDonalds in Indonesia, Taiwan, Hong Kong, the Philippines, Thailand, Vietnam, etc. WTOP.com | Alexa | Google Home | WTOP App | 103.5 FM, Lobster biz hopes for stability after tumultuous Trump era, This is what the KFC of the future will look like, 7 ways to snack better during the pandemic, Alexandria native makes history as NFL’s 1st female position coach, Last lunar eclipse of 2020 likely to be spoiled by rain for DC region, DC police detective killed in Charles County domestic shooting, Some enlisted soldiers can now promote before getting mandated training, Air Force ready to begin deploying portions of ABMS next year, State Dept gives thanks to Foreign Service’s 'exceptional' volunteer workforce, Congress, employee groups ramp up pressure to block Schedule F executive order. “The reaction was huge. The Gohan Bacon Lettuce Burger (410 yen) combines a 100-percent beef patty with smoky bacon, lettuce and mellow cheddar cheese. The burger comes in three varieties: rice teriyaki, rice bacon lettuce and rice fried chicken. “It’s like your mom telling you your dinner is ready.”. At McDonald's, we take great care to serve quality, great-tasting menu items to our customers each and every time they visit our restaurants. All rights reserved. Everyone had a lot of hope for what it would be," Kokoro Toyama, McDonald's Japan rice burger representative, told CNN Business. MOS Burger invented its rice burger bun in 1987 and claims it is the world’s first. “We had more and more customers saying they wanted to eat rice for dinner, not bread, and that’s why we wanted them to enjoy the McDonald’s rice burger,” said Toyama. 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