Japan's McDonald's is set to revitalize its popular "Samurai Mac" series with the introduction of a new product, the "Grilled Soy Sauce Style Egg Bacon Thick Beef." This announcement was made on March 19, 2025, and the product will be available in stores nationwide starting March 26, 2025.
The Samurai Mac series, designed to cater to adult tastes, made its debut in April 2020 and quickly became a staple in fast-food offerings. The renewed menu adds the Egg Bacon burger alongside the existing "Grilled Soy Sauce Style Double Thick Beef," both of which incorporate rich flavors from soy sauce infused into the meat.
The Egg Bacon burger features a combination of egg, crispy lettuce, smoked bacon, and white cheddar cheese, all packed into a hearty bun. Pricing for the Double Thick Beef starts at 580 yen for a single item and 850 yen for a value set, while the Egg Bacon version will retail for 570 yen and 840 yen for a value meal.
While this is the first significant update to the Samurai Mac line since its launch, McDonald’s is phasing out the "Grilled Soy Sauce Style Bacon Tomato Thick Beef" on March 25, 2025, making way for the new offerings. The revitalization comes after the series has achieved notable success, with over 100 million units sold within a remarkably short time after its initial release.
At the press event in Tokyo to announce the new menu item, comedian Yusuke shared an anecdote from his middle school days, recalling how his friends frequented McDonald's upon its opening. "We had a blast every day visiting! Now, every gathering with those friends brings back stories from that time," he reminisced.
His comedic partner, Atsuhiro Tsuda, excitedly shared, "I still remember tearing up the first time I tried a burger here. It was an unforgettable moment related to my late father," eliciting laughter and playful responses from the crowd. Yusuke, on the other hand, humorously declared during the tasting session, "I can already tell this will be delicious," before savoring the new product amidst camera clicks from reporters.
The event also featured playful banter between Yusuke and Tsuda, highlighting the nostalgic connection many feel towards McDonald's. Tsuda expressed his love for the Samurai Mac, saying, "I enjoy the rich flavor and bite of the beef!" Yusuke chimed in, insisting, "I can appreciate the flavors every single time I indulge." Their camaraderie and humor captured the essence of McDonald’s lively marketing approach.
The theme of the Samurai Mac's renewal is breaking out of one’s shell, which resonated during their discussions. Tsuda shared his growth journey as a comedian, reflecting on the moment he overcame initial shyness while on stage. "I remember when I first shouted, 'Why is that?' during our act. My voice was weak; then I gained confidence and found my comedic voice!" His revelation about overcoming barriers resonated well, mirroring the essence of the new product launch.
As the event wrapped up, Yusuke attempted to promote the Samurai Mac in a cute style, responding to the playful instructions given by fellow comedian Matsumura Sayuri. Amid laughter, Yusuke remarked, “Can I do this for comedy as well?” The lively atmosphere at the event perfectly illustrated McDonald’s marketing strategy, highlighting the emotional connections that food can foster among friends and family.
The updated Samurai Mac series, particularly with the introduction of the Egg Bacon burger, is part of McDonald’s strategy to keep the brand relevant in a competitive fast-food market. By emphasizing premium ingredients and an upscale eating experience, the company hopes to attract a broader demographic, particularly adults seeking a fulfilling meal.
This renewal, a major milestone for the Samurai Mac line, indicates that McDonald’s is not only focused on expanding their product offerings but also enhancing the quality and consistency of their meals. As the new burger hits menus nationwide on March 26, fans eagerly await another chance to enjoy the blend of flavors that has made Samurai Mac a beloved choice in Japan.
In a market saturated with dining options, McDonald's insight into consumer preferences and taste trends is leading them to reboot classic favorites, which bodes well for their sales and brand loyalty.
