McDonald's in Japan

http://online.wsj.com/article_email/SB10001424052748703791904576075450692538030-lMyQjAxMTAxMDIwMTEyNDEyWj.html

The author of this article believes that McDonald's is going to corrupt the healthy people of Japan with its high calorie burgers and in the way that it advertises promotions. As much as I dislike McDonald's (haven't eaten there in 10+ years), I don't see their strategy as wrong. Playing off of the culture's beliefs and interests is a really important part of marketing.

On the flip side, I don't think that it's really fair to offer only unhealthy choices. Imagine a group of kids going to McDonald's together (in Japan). If one kid orders the Idaho burger and another kid is trying to opt for something healthy, a lack of choices (as well as peer pressure) will force the child to go with the high-calorie burger, only due to lack of choice. Why should a company only offer unhealthy options when it can appeal to a wider audience with a variety? It seems unnecessary to me.

Are we similar, culturally, in how we want something that is only available for a limited time?