You don’t need to be a repo man to know that generic food has a certain cachet,.

Now McDonald’s—one of the most heavily brand-identified corporations on earth—is trying to take advantage of that cachet conferred on the brandless with Tokyo’s Quarter Pounder shops. The stores are minimalist to the core, with just two menu items (Quarter Pounder with Cheese and Double Quarter Pounder with Cheese; fries come free with each) and a stark black-and-red design scheme that leaves behind the mustard yellow traditionally associated with the Golden Arches.

Will it work? Well I don’t know about Japan, but Americans love their choices. And when you take away McDonald’s branding, you take away a certain mascot. Of course, this isn’t the first time Mickey D’s has tried to project a more adult image.

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