NEW YORK - McDonald??s-Japan??s recent promise to serve lunchtime meals in less than 60 seconds has been a bust with customers, Adweek reports.

From 11 am to 2 pm, McDonald??s restaurants in Japan set up a one-minute timer at each register, a motivational reminder that has created "a mad scramble to fulfill each order," according to Adweek.

As a result, quality has suffered, and customers have taken to Twitter to express their displeasure. Some say the net result is sloppiness, citing hamburger packages that were missing the meat.

Adweek said change must come soon, either through a more efficient processing of each order or an admission that one minute is not enough time to prepare and serve a quality food offering.