Bringing a big disadvantage on sales. Because for the masses, the price factor is very influential. Recently the yen has been depreciating and the extent of the fall is quite significant. In such a situation, brought about by the rise of inflation, many in Japan's McDonald's have a price increase strategy, then for sales will be a great impact. McDonald's, as a fast-consuming restaurant brand, still has a large international audience. Japan is a developed country, the salary is still relatively high, like McDonald's products are also able to relatively easy consumption. But if McDonald's increases its prices, it's a different story. Many people do not like the measure of price increase, because for consumers to spend more money to be able to buy the original service, which is very bad.

Whether it is from the domestic or international point of view, the strategy of price increase is to get a lot of audiences do not like. Because people in the previous purchase has developed a habit, such as the original buy a bottle of water after one dollar, but in recent years due to the devaluation of the currency led to the bottle of water to sell two dollars, which the price increase does not seem to be very big, but very much affect the daily life. From a short-term perspective, the purchase of a time is a difference of one dollar, but if the long-term perspective, this is to bring a big loss. In this case it will affect the sales figures, from the recent McDonald's sales can also be seen, this price increase is really many consumers do not like things. And this is the second price increase, you can see that the yen devaluation of this exaggerated degree, for the average consumer is also very difficult to accept things.

So it's not good for sales, or at least the number of consumers who want to eat at McDonald's will be smaller. This kind of price increase is not what consumers want, and even if they are faced with the depreciation of the yen, they are not willing to use more money to buy things that they could have bought in the first place. In this case, the sales figures will not be particularly good.