Where did the Golden Arches go?

McDonalds' has created one of the recognizable brands in the world, but that doesn't seem to matter in their two new Quarter Pounder stores in Tokyo. The stores, packaging, and advertising are all devoid of the classic golden arches and red-headed Ronald. The menu only has two choices: Quarter Pounder with Cheese Set or a Double Quarter Pounder with Cheese Set. And check out the packaging! I have to say that I kinda like the generic constructivist feel.

[Via InvestorSpot]