The Dainty way to Eat A Hamburger

A Japanese hamburger chain, Freshness Burger, found that while men loved their flagship large Classic Burger, women rarely ordered it. It turns out the women did not want to open their mouths wide in front of men, because a small mouth, or ochobo, is more attractive. That's not problem with noodles or food that can be cut into small pieces, but it's hard to eat a large sandwich without opening your mouth.  

The restaurant responded with a new burger wrapper called the Liberation Wrapper, which is folded in a way that covers the lower half of a woman's face as she bites into the burger. It is also decorated with the lower half of a model's face, in order to maintain the illusion of a dainty face with a closed mouth. The result? Sales of the Classic Burger to women are up 213%! -via Buzzfeed