McDonald's Japan Ends Pokémon Card Distribution Early, Apologizes to Customers

What's Happening?

McDonald's Japan has prematurely ended the distribution of limited-edition Pokémon Trading Card Game cards with its Happy Meals, known as Happy Sets in Japan. The company issued an apology for not meeting customer expectations due to the early cessation of the promotion. Initially announced on August 4, the promotion was intended to last over a three-day weekend, offering a two-card pack featuring Pikachu and another random Pokémon. McDonald's Japan urged customers not to purchase Happy Meals for resale and limited purchases to five per order. Despite these measures, social media reports indicated widespread dissatisfaction among customers unable to obtain the cards, with instances of bulk reselling. McDonald's Japan plans to implement stricter purchase limits and collaborate with reselling websites to curb resale activities.

Why It's Important?

The early termination of the Pokémon card distribution highlights challenges in managing promotional events, especially those involving collectible items. The situation underscores the impact of consumer demand and resale markets on corporate promotions. McDonald's Japan's response, including stricter purchase limits and collaboration with reselling platforms, reflects efforts to maintain brand integrity and customer satisfaction. The incident may influence future promotional strategies and policies within the fast-food industry, emphasizing the need for effective management of limited-edition products to prevent customer dissatisfaction and unauthorized resale.

What's Next?

McDonald's Japan plans to enforce stricter purchase limits during future Happy Meal promotions and may restrict mobile ordering and delivery if necessary. The company intends to refuse service to customers violating purchase limits and may cancel app memberships for those interfering with operations. Collaboration with reselling websites aims to reduce hoarding and resale activities. These measures indicate a proactive approach to managing future promotions and maintaining customer trust.