We had no idea eating a hamburger was such a complicated ordeal!!
A popular Japanese chain known as Freshness Burger recently noticed that their most ordered item, the Classic Burger, was a HUGE hit with men, but the ladies simply weren't biting!
Puzzled as to why women were avoiding the mouthwatering morsel, they decided to hire the Dentsu East Japan ad agency to get to the bottom of things once and for all!
So what was the problem? Well, the ad men came to the conclusion that female customers were not buying the gigantic burger so they wouldn't have to open their mouths too wide, which can be considered rude in Japan.
The agency explains:
"For Japanese women, having 'ochobo'—small and modest—mouth, was regarded as cute and attractive. On the other hand, opening up mouth so large in public was regarded as rude and ugly. It is [considered] good manners to cover their mouth when they have to largely open up their mouth. This manner had stayed for [a] long time, even up to [the] present.
The best way to enjoy the big Classic Burger was to dig in with wide open mouth. Our female customers had a frustration of not being able to do it, following their natural desire."
Ok, so the simple solution would be to create a smaller burger, right? WRONG!!!
Instead, they came up with a more, um, interesting idea by creating the "liberation wrapper," a piece of paper that holds the burger while also hiding the eater's mouth while they chow down!
And just to complete the illusion, the printed out a woman's mouth smiling on the back so it doesn't look like your eating at all!
Sadly, this isn't a joke as Freshness Burger has already started using the creepy wrappers, and the even crazier this is they actually worked!
That's right! Sales among their female customers has jumped up 213% since they rolled out these bad boys!
We're gonna go out on a limb here and say this is a trend that probably won't catch on out here!
Ch-ch-check out a full explanation of the bizarre invention (below)!
[Image via Spikes Asia.]
Tags: ad agency, burger, chain, classic burger, dents east japan, food, freshness burger, japan, liberation wrapper, mouth, tacky and true, wacky, women