Godzilla has never really become a major part of American culture.
The monster has starred in numerous films over the years, from low-budget rubber-suit movies to several attempts at major box office success. 2014's “Godzilla,” for example, starred A-list talent such as Aaron Taylor-Johnson, Elizabeth Olsen, Bryan Cranston and Ken Watanabe, but was largely a box office disappointment.
The film grossed $200 million domestically and $524 million worldwide. That might have been enough to make a small profit, but it's a relatively small return on the film's enormous cost. That didn't stop what is now Warner Bros. Discovery (W.B.D.) – Get a free report try again by pairing the Japanese favorite against a monster Americans like better.
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“Godzilla vs. Kong,” which was released in 2021, performed even worse at the box office, grossing just $100 million domestically and $369 million internationally for a disappointing global haul of $470 million. That was despite another top-notch cast that included Alexander Skarsgård, Millie Bobby Brown, Rebecca Hall, Brian Tyree Henry.
Despite its box office failures in the United States, Godzilla remains wildly popular in Japan. That's why McDonald's (DCM) – Get a free report has used the monster (and sometimes the hero) as inspiration for three new burgers exclusive to its stores in Japan.
Image source: Shutterstock
McDonald's unleashes a monster
In the United States, McDonald's has generally not marketed itself as offering the largest burger. That's an area where Wendy's (WEN) – Get a free report Overall, it has been the market leader: its signature Baconator stands as the most decadent regular offering of the big three fast-food burger chains.
That's not the case in Japan, where McDonald's has often had great success as a marketing strategy. He's doing it again with his latest Godzilla promo.
“These three Godzilla burgers are McDonald's Japan and humanity's last chance to stop the monster's attack. Each one is, as you would expect, an extra meaty and super filling sandwich, starting with the delicious thick-cut spicy beef and the delicious minced meat. Potato, with meat and potato patties and spicy mayonnaise and cheddar cheese sauce.” Sora 24 News reported.
The chain, at least in Japan, uses a loose definition of “burger,” as neither of the other two members of the Godzilla lineup are actually burgers.
“Plan B to curb Godzilla's anger and hunger is the Smoked Pepper Chicken, a deep-fried chicken cutlet with thick bacon, cheese, crispy sliced onion, and smoked mustard. Finally, there's the Teriyaki Double Cheese, a take on brute force that gives up by getting cute with the ingredients and simply hitting Godzilla with two pork burgers smothered in teriyaki sauce accompanied by cheese and lettuce,” the news website shared.
McDonald's wants to go global
In 2023, McDonald's made an effort to learn from its operations around the world. This is something CEO Chris Kempczinski talked about during his network's conference. third quarter results call.
“Over the past year, we have been more intentional about sharing and amplifying world-class ideas that create global impact. Critical to our continued strength is how we maximize our marketing to remain relevant to customers,” he said.
Those efforts include using the same promotions (though not the Godzilla burgers) around the world.
“In August, we launched As Featured In in more than 100 markets, making it our largest global campaign to date,” he added. “The campaign celebrates McDonald's most memorable references from across the world of entertainment with over 20 McDonald's integrations spanning Hollywood, Bollywood, anime and independent films. It is also further proof of the impact and power of the One marketing approach. McDonald's Way “We may have to drive engagement, allowing our markets to remain globally consistent but locally relevant.”
