In November 2008, McDonald's Japan (which until then had never offered the Quarter Pounder as a regular item) converted two Tokyo restaurants into "Quarter Pounder"–branded restaurants which only sold Quarter Pounder meals. Thus, sales of the Quarter Pounder were not impacted with the competition. When A&W conducted market research, it was discovered that many American customers believed a third of a pound of meat was less than a quarter of a pound, when the exact opposite is true, and they felt cheated. Later, the competing fast food chain, A&W, tried to compete with a "Third-of-a-Pound Burger" which sold for the same price as the Quarter Pounder. On October 1, 2018, McDonald's announced that it would remove all artificial preservatives, flavors, and coloring from the Quarter Pounders. Since May 2018, McDonald's is using fresh beef with no preservatives added for their Quarter Pounders at their continental U.S. According to a 1991 interview, Bernardin noted that he "felt there was a void in our menu vis-à-vis the adult who wanted a higher ratio of meat to bun." In 1971, Bernardin introduced the first Quarter Pounders at his McDonald's in Fremont using the slogan, "Today Fremont, tomorrow the world." The Quarter Pounder became such a success, it was added to the national American menu in 1973. īernardin began experimenting with new menu items for his McDonald's franchises. Bernardin had moved to Fremont in 1970 after purchasing two company-owned McDonald's restaurants. The Quarter Pounder was created by Al Bernardin, a franchise owner and former McDonald's Vice President of product development, in Fremont, California, in 1971.
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