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Fast food chain invents mask so women can wolf burgers

Thursday - 11/7/2013, 1:41am  ET

eating burger (freshness burger)
A Japanese fast-food chain invented a 'Liberation Wrapper' - to shield womens' faces while they devour a burger. (Courtesy Freshness Burger)
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WASHINGTON - It's impossible to eat a huge hamburger neatly. And it's rarely a pleasant thing to watch.

A Japanese fast food chain faced an even bigger problem, when it came to feminine customers: a cultural belief that small mouths, or "ochobo," are attractive, and an open mouth is ill-mannered.

The national burger chain, Freshness Burger, attributed its poor sales of its largest hamburger - the Classic Burger - to women's devotional quest for ochobo.

Freshness Burger found a workaround, inventing a face-concealing paper mask, printed with the image of a woman's small mouth.

Shielded by the so-called "Liberation Wrapper," a woman could practically unhinge her jaw while devouring the huge sandwhich, without compromising her dignity or beauty standards.

The company claims within a month of introducing the mask, sales of the Classic Burger to women jumped by 213 percent.

See how well the "Liberation Wrapper" works:

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