McDonald's Japan has decided to postpone its upcoming toy promotion linked to the popular manga "One Piece," responding to complaints over food waste from a previous Pokémon card giveaway. The fast-food chain made this announcement on Thursday after reports surfaced of customers bulk-buying the special edition cards, leading to significant food being tossed away as supplies ran out quickly.
Earlier this month, McDonald's introduced limited-edition Pokémon cards with their "Happy Set" meals, igniting a frenzy among fans. The promotion led to long lines, excessive buying, and ultimately overflowed with discarded food items, as many outlets ran out of the sought-after cards after only one day of the three-day event. Customers raised concerns that individuals were reselling these cards for profit online, adding insult to injury regarding the waste generated.
In a statement on its website, McDonald's Japan clarified that it has postponed the One Piece promotion, originally set to launch on August 29, as part of its comprehensive review of the Happy Set related initiatives. Instead, customers will be given toys from previous Happy Set menus. The Consumer Affairs Agency in Japan has instructed McDonald's to revise its sales strategy to reduce food wastage and manage the situation more effectively.
The One Piece series, a legendary manga and anime, depicts the adventures of pirate characters on a quest for treasure. Despite their popularity, recent collaborations have raised concerns, with other promotions facing similar issues regarding excessive demand and the subsequent resale of popular items.
Following the backlash from the Pokémon promotion, McDonald's Japan apologized publicly and promised to implement new strategies to address these challenges. The reselling market for Pokémon cards has become lucrative, with collectibles fetching thousands of dollars. For instance, a popular Pikachu card from the recent promotion was spotted online with a price tag exceeding £25,000 ($33,000).
Last week, a McDonald's spokesperson revealed that the company is reassessing its promotional campaigns to avoid congested stores and excessive waste, which tarnished the customer experience during the Pokémon event. In response, they plan to restrict the purchasing quantity of Happy Set meals moving forward.
