Panicking over yet another BSE crisis, this time in the wake of the mad cow discovery in the US in December, McDonald's Co. Japan said it would be giving away ten million hamburgers to customers this Sunday.

Code-named 'Mac Hamburger Day,' the Japanese franchise said it will hand out coupons for its burgers with purchases in a bid to assure customers of the safety of its beef supplies.

For years the company has trumpeted that its beef comes from non-tainted Australian supplies only and not American or domestic beef that was hit by Japan's own BSE outbreak two years ago. However, sales have decreased dramatically at the outset of each outbreak.