They say there's no such thing as a free meal but, if you're beautiful, you can eat for free at this Brazilian chain of fast food restaurants.
Spoleto restaurant told every female customer she didn't have to pay for her meal as long as she could affirmatively answer the question, "Are you beautiful?"
The customers were handed mirrors by cashiers who hoped every woman would admit to her beauty — serving as a self-esteem booster for the day (and a reminder that most of the world can not stop focusing on how women look and attributing some kind of value system to it).
It may sound like an offensive concept at first, but mostly it's just a confused and misguided grab for positive publicity. (Special shout-out to the woman at the 1.15 minute mark who announces she's not just beautiful but also powerful)
The gimmick was the restaurant's (odd) way of celebrating International Women's Day (IWD) and presumably drawing attention to themselves. While IWD took place back on March 8th the ad that accompanied this fiasco was only recently posted to YouTube.
The restaurant's experiment is part of a recent trend of businesses engaging with female empowerment as a form of advertising.
The monster that created this trend is, of course, Dove's recent "Real Beauty" campaign that asked women to describe themselves to a forensic artist who sketched them. The women then compared the sketches with those inspired by other people's descriptions of them. It blew up on the Internet, becoming the most watched ad ever - and we've discussed the many problems with it on Daily Life several times now.
Will Spoleto hit a Dove-style jackpot with their creation? It's doubtful. Not only is the accompanying is not overly sophisticated , the initiative didn't even increase foot traffic by an incredible amount on the day. 500 women fronted up to confess their beauty and ate for free (which amounted to a 35% increase in sales, according to Fast Company), but the blog Eater suggested that, for a restaurant with 200 locations, 500 is a somewhat low total number.
What do you think about the recent trend in female-empowerment-focused advertising?