How to Look Dainty While Scarfing Down a Messy, Over-Stuffed Burger
Too shy to eat the way you really want to in public? The Japanese have a solution ...
It's this thinking that propelled Japan's Freshness Burger into coming up with the "Liberation Wrapper."
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Stay with me here.
Seems that in Japan, women consider "ochobo" (small and modest mouths) to be highly desirable, but because it's hard to cram a double-stuffed bacon cheeseburger into one, they faced a dilemma. "Really craving a burger/don't want to look like a pig." And this daintiness dilemma was messing with Freshness Burger's bottom line in a big, big way. What to do?
Why, enlist the help of marketing geniuses to come up with a workaround, of course.
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Enter the "Liberation Wrapper." A cleverly designed piece of paper, which, on the outside, is a photo of a dainty, delicate, "ochobo" laden woman. On the inside? There's your burger. Put the two together and you have a shield between you and prying eyes as you wolf down your patty.
As the official press release says, "We created a liberation wrapper that helps women to enjoy the big bite of a classic burger without worries. This wrapper freed female customer from the spell of ochobo and now they can enjoy the big burger, freeing their inner animal instinct."
Now, while it's tough to imagine an American chain arriving at such a solution, you have to give Freshness Burger bonus points for trying. Not that they really need them -- since unveiling the wrapper, sales have increased 200 percent.