McDonald’s plans to target the coupons and campaigns directly to customer’s phones, based on their purchase history. (How they know this history is unclear.)

Once the coupon is downloaded onto the phone, Big Mac lovers can then use the FeliCa system — built-in contactless IC card and reader technology developed by Sony– to buy a burger.

McDonald’s say they will be testing the Kasazu in 175 stores before rolling out to all 3,800 outlets nationwide. Japan makes an ideal testbed for the technology as it is one of the few places where the FeliCa technology is prevalent.

The card is difficult to forge/reconstruct, and allows to send/receive data at high speed and with high security. [via Fareastgizmos]

How about you? You don’t have to admit to ever eating at McDonald’s, but would you use a mobile coupon for food? Do you wish your phone could do all the things that phones do in Japan?