McDonald's to Implement Strict Sales Restrictions on Happy Set "Pokémon" Due to Reselling and Chaos; Official App Withdrawal Process Also Conducted

1. Origin and Progress of the Incident

• Overview of the Happy Meal "Pokémon" Campaign Starting August 9

• A limit of 5 sets per person was imposed, but all stores faced early distribution terminationENCOUNT+3Inside+3Asahi Shimbun+3

• High-Priced Resale Situation on Flea Market Sites and the Chinese Market

2. Chaos at Stores, Food Waste, and Abandonment Acts

• Instances of Ordering Products, Extracting Only Cards, and Abandoning or Disposing of Food Asahi Shimbun+3FNN Prime Online+3McDonald's+3

• Criticism on Social Media: "Don't Waste Food" "What a Waste"

3. McDonald's Official Response and Apology

• Statement by McDonald's Japan: Apologies to Customers, Crew, and Nearby Residents FNN Prime Online+2ENCOUNT+2Inside+3McDonald's+3Asahi Shimbun+3

• Stance Against Resale and Abandonment and Reflection on Principles

4. Specific Future Measures

• Stricter Purchase Limits, Potential Restrictions on Mobile Orders and Delivery ENCOUNT+3McDonald's+3Asahi Shimbun+3

• Explicit Refusal of Purchase to Customers Who Do Not Follow Rules and Manners

• Implementation of App Withdrawal Process for Those Who Disrupt OperationsMcDonald'sInside

• Request for Measures to Flea Market App OperatorsMcDonald'sAsahi Shimbun

5. Voices from the Field: Testimonies from Former Employees

• Question and Conflict: "Is It Okay as Long as It Sells?"ENCOUNT

• Confusion in Past Similar Collaborations and the Hollowing Out of Quantity Limits

• Dilemma of "Not Reaching Children," and Suggestions for Voluntary Proposals (Lottery System, Made-to-Order, etc.) ENCOUNT

6. Ideas for Resale Measures and Future Challenges

• A Mechanism to Eliminate Value: Proposals to Diminish Resale Value by Supplying Large Quantities of StockENCOUNT

• Ideas Such as Lottery Format, Made-to-Order Sales, and Fixed Interior Packaging

• Proposals to Reconsider the Necessity of Collaboration Projects and the Nature of Freebies

7. Summary and Outlook

• The Need for Sincere Responses to Protect Brand Value and Customer Experience

• Harmony with Crew, Stores, and the Community and the Location of Corporate Responsibility

• Expectations and Attention to Detailed Announcements of Future Specific Measures
  
  

List of Reference Articles

• 【FNN Prime Online】Large Quantities of Fries and Burgers Discarded... Happy Meals with Pokémon Cards Removed Were Disposed of, and "Free Distribution on the Street" Also Occurred ENCOUNTMcDonald's+2ENCOUNT+2FNN Prime Online+2McDonald's+2

• 【Official Website of McDonald's Japan】Important Notice Regarding Happy Meal® Sales and Our Response FNN Prime Online+4McDonald's+4Asahi Shimbun+4

• 【Asahi Shimbun Digital (ORICON NEWS)】Happy Meal Confusion, Future Responses Asahi Shimbun

• 【Inside】McDonald's Apologizes for Happy Meal "Pokémon"—Summary of Response Contents Inside+2Asahi Shimbun+2

• 【ENCOUNT】McDonald's Pokémon Card Incident: "Is It Okay as Long as It Sells?" Former Employee's Anger... "It Didn't Reach the Children Who Wanted It" and the Painful Sales Experience ENCOUNT