wow - Japan's "Freshness Burger" solution to female consumer constraints

https://www.youtube.com/watch?v=A5kTiP4wDQU  tells the story of "The Spell of OCHOBO" (modest, small mouth to be covered in public) in 1 minute and 39 seconds.

     The hamburger restaurant's "classic beef burger" is large and sales to women was extremely low.

But by supplying an artfully stiff wrapper that shows a tidy woman's mouth, the consumer can hide behind the paper and take wide open bites of the sandwich while maintaining the cultural norm.