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The buns in McDonald's Japan's burger photos are all slightly askew

The buns in McDonald's Japan's burger photos are all slightly askew

bckygldstn

Comments (251)

  • rappatic
    OP, I love not just that you noticed this, but that you thought to post it here too. HN is the best.
  • Dwedit
    A video posted by McDonalds Canada reveals how they stage the burgers for photographing them. They shift each layer backwards (bun, meat, etc) so that the ingredients of the layer are more visible when photographed. The top bun ends up being a few inches backward compared to the bottom bun.https://www.youtube.com/watch?v=oSd0keSj2W8
  • HarHarVeryFunny
    If you have OCD then do not look at those pictures!I find these annoying. I guess they are going for organic/realistic rather than too perfect, but every other aspect of the photos - the aesthetically melting cheese, etc - follows the norms of fake fast food photography, so why bother?
  • evanjrowley
    I like how it makes the burgers look more "laid back", like some cool sunglasses-wearing skater/surfer dude leaning back, or a pin-up model whose pose invites you in. Standing up straight is for the man and that's not how I want my burgers to be.https://en.wikipedia.org/wiki/The_Man
  • rdevilla
  • tbeseda
    I just want to note how fast this page is.806kB transferred. 766ms to finished. I hit the DFW AWS CloudFront pop from here.Similar page for BK https://www.burgerking.co.jp/menu31MB transferred. 6.5s to finished. Hits the DEN pop (but it's a "miss").I am in Colorado. uBlock is on.Even if you don't count the 7.5MB of fonts on the BK page, that's wild.
  • tpurves
    This is such a dastardly psychological trick. Being slightly aswew really hard to fight the subconscious urge to reach out and 'fix' them. I almost want to rush out to a nearest McDonald's right now and buy one of these burgers so that I can make sure that it's buns are aligned properly....
  • jdorfman
  • spacebacon
    Jealous of various foreign McDonald’s menus.McDonald’s Germany has a Philly stack.https://www.mcdonalds.com/de/de-de/produkte/alle-produkte/bu...
  • nomilk
    Greek and Roman columns would have a slight curve because it was more pleasing to the human eye: https://en.wikipedia.org/wiki/Entasis> Its best-known use is in certain orders of Classical columns that diminish in a very gentle curve, rather than in a straight line as they narrow going upward. The human eye would allegedly perceive that the middle of the column was diminishing in a concave curve halfway up the column, and entasis corrects this.
  • crazygringo
    Some of them, it seems like it could be to show the sauce more clearly:https://www.mcdonalds.co.jp/en/products/4530/But others, it's just inexplicable:https://www.mcdonalds.co.jp/en/products/1010/Burger King isn't doing this though (close the two popups to see the menu):https://www.burgerking.co.jp/menuIs it some kind of trendy style? It does feel kinda... cute.
  • squidsoup
    It's just burger wabi sabi.
  • NathanielBaking
    Anyone notice that the plain burger is only 190 Yen ($1.20) vs $3.99 in the US. https://www.mac-menus.com/
  • pimlottc
    I would imagine this is to make them look less machine-perfect and more "home-made"
  • haunter
    Japanese food prices are ridiculously cheap. Well that's true to pretty much whole Asia too. Even in HK which I consider more expensive than Japan a Big Mac is only 2.9€ (27 HKD). And that's McD, local food spots are even cheaper. If you have the money there is no better time to have a holiday in Asia.A Big Mac is 10€ in France...We are ripped off big time in the US and Europe for nothing.
  • harvey9
    I think some of those 'localised' menu items would sell well in the Uk and I hope McDonald's puts my hunch to the test.
  • jnellis
    When I was in cooking school there was a brief lesson in photo presentation. For something like a burger you would skew from front to back, going upward to the top bun to show the layers better but it wasn't visually noticeable that it was skewed on the photo. This seems like the same thing except the ai has chosen the side view instead of the frontal view, thus making the skew very noticeable.
  • jrochkind1
    Also look at the breading on that chicken, and I want a "shrimp filet-o" bad.
  • HardwareLust
    Their menu looks so much better than ours (U.S.)
  • nfgrep
    Aren't there more strict laws on marketing imagery being similar to their actual products in Japan? Wonder if that plays into it, or if the photography team was just having fun.
  • kelnos
    Seems like the right way to display them, no? If the buns (and all the layers of ingredients) were stacked perfectly, you wouldn't see very much of the ingredients inside.The US site doesn't use this placement strategy, though. The Japanese one looks better. No surprise there.
  • OwlsParlay
    Is it me or are those prices dead cheap compared to UK / US?
  • 4ndrewl
    They're not askew, they're in _italics_
  • Lucasoato
    Another mysterious thing is that McDonald's Japan burgers taste completely different from European or Americans. The spices and sauces there are not the same, I suspect they made it that way to make it tailored to the local preferences!
  • sans_souse
    They must get a kick too when they see our stoic, rigid, perfectly postured McWiches. Great post, OP +1
  • jhack
    Wonder if this is due to Japan’s marketing laws? Doing it this way exposes more of what’s between the bread.
  • anonu
    I remember in India's McDonalds there was a Maharaja Burger. In Lebanon they have falafel on the menu. This Japanese menu looks really enticing to be honest.
  • anon
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  • ryanmcgarvey
    This is doing a bigger number on me than it has any right to....why are they all skewed, save for the buns that are already lopsided? Those I'll note are perfectly seated. Some are more skewed than others. Like the Big Mac is only slightly skewed.Is there a pecking order to how skewed they are? Some social hierarchy of sandwiches?
  • strogonoff
    Often (not always) the top bun is the worst offender, but it’s most certainly not just about the buns: if you look closely, the unique characteristic of Japanese McDonalds (separating it both from McDonalds in other countries as well as from other similar chains in Japan) is that in each photo every burger layer (be it bun, meat, lettuce, etc.) is offset by a seemingly-random factor on its X axis.I’m sure discussions like this is exactly why they did it. Considering other chains in Japan don’t do this, it clearly has nothing with regulations (unless those are really unevenly enforced).
  • panny
    Why are Japanese burgers significantly cheaper than the ones in the US? A Big Mac is 500 yen, that's like $3.https://www.mcdonalds.co.jp/en/products/1210/Big Macs haven't been that cheap since 2008 in the US.
  • alliao
    they're all tilted so the new comer don't feel so awkward with that bump on it's head --source: me*edit: I'd like to also comment on the crazy lighting going on.. if the photographer of this can see this comment, please take a pic of the setup..this look quite intense
  • vegetablepotpie
    Wabi-sabi.
  • JKCalhoun
    The sandwiches are wearing their hats, cocked a bit, in a devil-may-care kind of way.
  • selcuka
    It could be to reduce discrepancy (and the disappointment) between marketing and reality.Reminds me of this monologue from the 1993 movie Falling Down [1]:> See, this is what I'm talking about. Look at that. See what I mean? It's plump, juicy, three inches thick. Look at this sorry, miserable, squashed thing. Can anybody tell me what's wrong with this picture?[1] https://www.youtube.com/watch?v=ciG8AKdp-GM
  • yanko
    I relate McDonald's with the famous movie https://en.wikipedia.org/wiki/Super_Size_Me And avoid at any cost
  • InMice
    Why doesnt USA get an egg cheeseburger :(
  • anon
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  • anon
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  • satisfice
    A sweet disorder in the dressing Kindles in food a wantonnessing; A bun about the burgers thrown Into a fine distraction; An erring lettuce, which here and there Enthrals the growling stomacher; A sauce neglectful, and thereby ketchup to flow confusedly; A spilling salt, deserving note, Into the rumpled sandwich tote; A careless side dish, in whose fries I see a wild ed'bility: Do more bewitch me, than when meals Are too precise in their appeals.
  • lizardking
    Adding "trying McDonald's" to my long list of reasons to travel to Japan.
  • jokethrowaway
    Generating media attention or protecting from Japanese regulations?I wonder if it's related to their strict rules on realistic pictures for advertising products
  • fontain
    https://www.mcdonalds.co.jp/en/products/4600/The Bai Egg Cheeseburger achieved more than slightly askew, it is defying gravity.
  • jamesrom
    A lot of odd takes in the comments.I think the most correct take is that seeing a the top bun slightly off is more realistic and honest.Respecting your customers, even in advertising, is appreciated.
  • anon
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  • homeonthemtn
    Silently screaming "Why?!" As a scroll
  • colpabar
    I don’t think this is a japanese thing. The way they are askew feels familiar; I have definitely seen food that looks weirdly “off” on other menus. It’s probably just a way to stand out, like how so many models have gaps between their two front teeth. You’re gonna remember the one that’s different.
  • sonzohan
    This is the content I come to orange site for.
  • drob518
    Dang! Now I can't unsee it.
  • sparin9
    [dead]
  • theturtle
    [dead]
  • huflungdung
    [dead]
  • chrneu
    [flagged]
  • hecanjog
    This isn't interesting.Does it imply there is a cultural difference that would make this style more lucrative in Japan than other places? Does it suggest compositionally the alignment of asymmetric shapes in a regular form is more satisfying than a regular arrangement of identical forms? Does it imply that given an array of nearly identical choices it's important to add some noise visually to distinguish?I'm a cynical person by nature but I'm seriously not understanding what makes this interesting.We might as well discuss the effectiveness of simulated grime in the most recent Clorox advertising campaign?