The box is a nicer way to present the burger. The old wrapper crushed the burger. The move would have been thoroughly researched and market-tested.
And sometimes they get it wrong.. they may have researched it on looks alone and not function, which is where they are making the mistake..
I was a regular, on the run, whopper consumer. If it bugged me enough to comment on it on here, its going to bug a whole lot more people as well. Im not looking at it from the outside. Im looking at is as a regular customer.
They already had the big photos of the burgers in the stores that made the burgers look great, seeing it in the box isnt particularly impressive.
Have you actually bought one in the box? We got two last night, we couldnt eat them on the run so you have to either pull over or wait til you get home and eat them when theyve gone colder.
It didnt look any more impressive seeing it in the box, it looked exactly as it did if you unwrapped one. It didnt grow into a bigger burger as the wrapping never really squashed it down before.
I'm saying it like it is from the field, from one of the many that bought them to eat on the run, an actual purchaser. Thats who they need to listen to. If they did some real market research they would have made it an option on the menu and be asking how you want it packaged as you order. Then Id agree that its a decent idea from a marketing point of view.
Im sure the greenies are gonna see it as a step back as well. They hate the deforestation caused by McDonalds packaging.