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Ochobo (small mouth): How small change in packaging increased sales 213%

It is amazing to know that a Japanese burger chain faced an interesting sales problem. The Freshness Burger chain has a very large and very popular “Classic Burger”.It’s the most popular burger among male customers but dead last among female customers. So what’s up with that?
Ochobo

It turns out to be a cultural thing. “Ochobo” (small mouth) is considered an attractive trait for Japanese females. It’s also considered well-mannered to cover your mouth when you open it in public. So basically it’s considered culturally unattractive and poor etiquette for women to open their mouths wide enough to take a bite of this big burger.

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Since it would be difficult for a burger chain to change a cultural norm ingrained over thousands of years, Freshness Burger came up with another solution instead. They created a wrapper for the burger with a picture of the lower part of a woman’s face on it. If you eat the burger in the wrapper it covers your open mouth with an attractive small closed mouth while you eat.

Once they implemented what they call the “liberation wrapper” sales of the Classic Burger jumped 213%!

Liberation wrapperSo moral of the story is do you really understand your customer needs?

[themify_quote]The success lies in understanding the customer.[/themify_quote]

Watch the Liberation Wrapper Campaign ....

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5 Comments

  • chhavi221201 June 11, 2015 Log in or register to post comments

    Comment: Superb! A simple change in packaging created wonders. Really liked the idea :)

  • Bhaskar Ch June 11, 2015 Log in or register to post comments

    Comment: Such customer centric packaging with utmost thought and concern for customer lifts brand's image and sales. Happy Packaging Happy Customer!

  • Sandeep Goyal June 11, 2015 Log in or register to post comments

    Comment: Message from Dr Vinod Karnik: Amazing innovation to keep the consumer engaged. Always something to learn from packaging Connections. Thanks Sandeep

  • Kaunain June 11, 2015 Log in or register to post comments

    Comment: Wow...what an Idea. Its a wonderful example of consumer centric approach. Thanks for sharing.

  • Biswajit Basu June 11, 2015 Log in or register to post comments

    Comment: Real trouble shooting & fabulous value addition

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