Japanese Burger Chain Finds Way To Appeal To Women

In Japan, a small mouth is considered attractive on a woman, which was a big problem for the country's biggest burger chain. It introduced a wrapper with a large triangle featuring a serene smile, which hides the real mouth chowing down on the burger. Sales to women have gone up 200 percent.

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RENEE MONTAGNE, HOST:

Good morning. I'm Renee Montagne. In Japan, a small mouth is considered so attractive on a woman there's a word for it - ochobo - which was a big problem for the country's biggest burger chain. The huge classic burger was a hit with guys but the women and girls weren't biting. So the burger chain introduced a wrapper with a large triangle featuring a serene face, which hides the real mouth chowing down on the burger. And sales to women have gone way up. It's MORNING EDITION.

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