In March last year, McDonald’s Japan Co started to train part-time employees using a Nintendo DS program called ‘eSmart’. There was a distribution of 2 handhelds per branch in Japan.
The following June, Tokyo branches of McDonald’s launched a service which enables customers to use their Nintendo DS gaming system to access a broad variety of information including games and discount coupons whilst in premises. According to CEO McDonald’s Japan Eiko Harada, he wanted McDonald’s to offer more than just food and beverages to families, but increased convenience for other services as well.
Last Saturday, McDonald’s Japan announced there will be new in-store services across Japan so will extend access to information such as Pokemon titles and characters as well as other games. Once again, this proves Japan is well ahead of the rest of the world and has thought of this strategy to attract more customers. According to the Daily Yomiuri, since June 2009’s trial, the number of customers at participating restaurants have increased by 2-4 per cent. Gradually other stores in Japan will be picking up this tactic and will be years later that Australia will actually pick this up.
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