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Concerned that the discovery of a single case of mad cow disease in the US could have a negative impact on hamburger sales, McDonald's Japan plans to give away ten million hamburgers this Sunday as a way of assuring customers that its beef is safe.

History shows that Japanese hamburger sales decline with each new outbreak of mad cow, no matter where it happens. It wasn't that long ago that the company slashed prices for a period of time to get people back into stores; in this case, McDonald's Japan seems to be trying to make a pre-emptive move.
KC's View:
This always has been an intriguing phenomenon to us…that Japanese consumers stop eating hamburgers because of mad cow concerns, unless, of course, the burgers are really, really cheap or free. In which case, the risk is worth taking.