Bob’s in Brazil, not to be confused with the titular restaurant of a Fox show, has taken a page out of Cinn-A-Burst’s playbook and created an edible wrapper for their burgers.
Playing on their tagline, “Não dá pra controlar,” which, loosely translated, suggests their sandwiches are so irresistible you can’t control yourself, Bob’s burger chain used an edible paper wrapper that allowed consumers to tuck straight into their sandwich and bypass the pesky added step of having to unwrap their meal.
That’s all well and good, but I think we all know the real reason. Brazil is sick of lagging behind the US in obesity rates, and they have some work to do if they want to catch up before they host the 2016 Olympics. A study two years ago showed that the country was on pace to match the US in 2022, but for the sake of national pride that time table is being expedited. Nothing says get fat quick quite like eating a fast-food burger before even taking the wrapper off. It’s just one small step below liquefying full meals and drinking them from beer helmets.
This was only been a one-day marketing stunt, but if could become a reality. 48.5% of Brazilians may have been overweight in 2011. Thankfully they’ll always have Alessandra Ambrosio, Adriana Lima, and Gisele Bundchen to maintain the country’s stellar reputation for beautiful women.