(March 1, 2004) Long-Term Enhancement of Regular Menu McDonald's Company (Japan), Ltd. (Headquarter: Shinjuku-ku, Tokyo, President: Yasuyuki Yagi), a consolidated McDonald's subsidiary, is working this year to enrich its regular menu from a long-term standpoint, drive its value strategy effectively, and push forward the ongoing branding strategy of "i'm lovin' it" in order to make the McDonald's brand more attractive. We would like to share with you here how the company will improve its regular menu over the long-term. McDonald's Company (Japan) will continue to offer products that are valuable to customers. The company plans to add a new regular item in each half of this year to be sold nationwide. The Fish McDippers, detailed in a separate letter, will be the first of such menu items to be introduced as part of the regular menu strengthening efforts, and a major product for which the company plans to carry out its biggest sales campaign ever. This new product targets a wide range of customer segments: it suggests the new "dipping" eating style to a younger generation while attracting families as a fish dish that is easy to eat, even for children. This item makes a variety of sales opportunities possible. It will be offered during regular hours in a set of six pieces as a main dish like sandwiches. It will also be progressively introduced into the breakfast menu, as well as being included in the Happy Meal in a set of four pieces. When it is launched, restaurants will feature blue, the color of the Fish McDippers, in their decor in order for the new dish to make an impression. All restaurants will send a unified message. McDonald's will roll out large-scale, multi-layered marketing campaigns, utilizing its restaurants, the media, outdoor advertisement and the Internet, which include a huge advertising campaign such as TV commercials featuring three celebrity representatives and a special website for the Fish McDippers.