Freshness Burger, a Japanese fast-food restaurant, got a bit worried when they found that their largest offering, the “Classic Burger,” was only being ordered by male customers. In order to deal with this problem they came up with the most innovative and interesting solution.
They invented a special paper wrapper for women to hide their messy eating habits in public. The company claimed that the wrapper helped increase sales of their “Classic Burger” to female customers by 213% in just one month after it was introduced.
There is a method to their madness.
For Japanese women, having a small and modest mouth (known as ‘ochobo’) is regarded as attractive. A large open mouth is deemed as ugly and rude – especially in public.
Therefore, to protect their dignity and maintain decorum women have to cover their faces when opening their mouths in the presence of others.
Staying true to this rather questionable Japanese tradition, Freshness Burger came up with a bizarre but effective idea to help female customers enjoy juicy patties without worrying about their appearance.
Coined the “Liberation Wrapper”, the paper not only holds the burger together but also lets women devour their burger any way they please.
For more information on the “Liberation Wrapper,” watch the video below: