For the Japanese, a nation that prides with impeccable table manners, eating fast food may raise some real problems. However, when speaking of profit, there is no such word as obstacle. As example, the Japanese fast-food chain Freshness Burger generated great buzz with its recent marketing idea: the “liberation wrapper”.
Freshness Burger realized that it’s Classic Burger (which is really huge and probably very tasty too) has no success at all to the Japanese women. The reason? Well, it seems that small and modest mouths, or “ochobo”, are considered the most attractive in Japan. Opening the mouth wide is considered rude even when laughing. This is why Japanese consider that is good manner to cover their mouth in these situations.
Eating a burger do not allows covering the mouth in the same time, so it is natural that Japanese women have chosen to simply avoid the huge burger even if is delicious.
Freshness Burger knew it is impossible to change a custom practiced by hundreds of years, so it came up with the creative trick of the “liberation wrapper”. Designed by advertising company Ad Dentsu, the wrapper was conceived to cover the woman’s mouth, while she is eating relaxed the big burger. The wrapper has a picture on it that represents the lower half of a female face with a closed mouth.
Japanese women received extremely well this new way of respecting the “ochobo”. Freshness Burger reported that sales of their large burger to women have increased 213 percent since introducing the “liberation wrapper”.
Watch this video to see how it might be possible to eat however you want and still remain a lady.
What do you think about the Freshness Burger trick? What custom do you have in your country regarding eating in public?