In the eternal competition between fast food giants, McDonald's and Burger King continue to fight to keep the crown. But when it seems the battle is balanced, McDonald's steps forward and makes a difference again. The clown company has launched an unexpected move that has left its direct rival completely out of play.
This move, which combines tradition and innovation, has captured the attention of the international market and shows once again why McDonald's keeps its position. The chain, which already leads in global sales, is not satisfied with the success of its Big Macs or its classic fries. Now, it bets on something very few expected.
A Burger Without Bread and With Rice
The big novelty comes from Japan, where McDonald's has announced the return of one of its most curious creations: the Gohan Chicken Tatsuta. This offering breaks with the traditional concept of a burger, as it doesn't have bread. Instead, it uses two grilled rice discs that serve as "buns," giving it a unique flavor and texture.
This sandwich is available in two versions. The Rice Chicken Tatsuta, with a crispy fried chicken breast accompanied by sweet and sour sauce; and on the other hand, the Rice Chicken Tatsuta Tartar, with a generous portion of tartar sauce. The price is also attractive: the simple version costs 500 yen (about $3.50), while the tartar sauce version rises to 550 yen (approximately $3.85).
For those who prefer a more classic presentation, a version with traditional bread is also available. In this case, the regular version costs 450 yen ($3.15), and the tartar variant is sold for 500 yen ($3.50). The rice options can only be ordered during dinner hours, starting at 5:00 PM, while the bread options are available all day.
More Than Food: Pop Culture and Global Expansion
Besides the gastronomic factor, McDonald's Japan has managed to connect with the public through popular collaborations, according to The Street. The launch of the Gohan Chicken Tatsuta coincides with a joint campaign with the famous anime "Detective Conan," known as "Case Closed" in the United States. This alliance strengthens the brand's emotional bond with fans of Japanese culture and generates a significant impact on social media.
The results are quick to see. McDonald's Japan recorded net sales of 405.477 billion yen in 2024, representing an increase of 6.1% compared to the previous year. Additionally, operating income grew by 17.5%, reaching 48.021 billion yen.
Globally, the company plans to open 50,000 new locations by 2027, reinforcing its leadership. While Burger King seeks its place on the board, McDonald's continues to set the pace. With bets like this, it makes clear that innovation is also served on a tray.